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A Communication Concept To The European Union

Proposed strategy & tactics

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We have chosen young people as our target audience.

What are they like?
• study and/or work
• free time: socializing not only personally but on the internet
• great efforts to make friends, find a partner
• hedonistic lifestyle
• egoistic, sometimes even selfish, but on the other hand: strong wish to belong to a community
• they ask for advice (from friends, family members, opinion or community leaders), but they make decisions themselves
• might be dependent on their parents (financially)

How do they make their decisions?
• long process, lots of decision points
• 60% of all used cars are bought privately ( lots of research on their own
• first big & important financial decision to make ( more attention
• sources of information: friends/family, Internet, (in store)
• they choose from a group of brands (that includes some preferred brands)
• they have an idea of the ideal car size (but they tend to be flexible about that)
• environmental protection is not yet a factor while deciding
• possible misconception: only hybrid cars are environmental-friendly
• although the decision is very complex it is basically motivated by emotions ( people rationalize after the decision with logical arguments

Where can we reach them?

• Multitasking ' consuming more than one medium at the same time: watching TV / listening to radio / reading a newspaper / surfing on the Internet / talking on the phone
• “Participatory media”[1] ' blogging, sharing pictures and videos, creating the web contents of their own
• Non-conventional ways ' ambient, guerilla marketing

How do they feel about environmental issues?

1. negative
(hate this topic ' thanks to misleading press //
companies or ads…, blaming others, don’t care)

2. passive
(don’t care, don’t have extra time // money,…
feeling small ' unable to change)...