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Smart Home in Europe
ADVERTISING for the
Kuniberg Berufskolleg Recklinghausen, Germany
Bekesczaba, May 2009
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Structure and overview

• Market analysis
• Awareness Analysis
• Advertising campaign
• Samples Adverts

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Market Analysis - Demography
gt Houses for 7 m people will be empty
gt Increased competition
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Market Analysis - Demography
gt Fewer young people have to care for more
elderly people
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Market Analysis - Care
gt More people - more costly care
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Market Analysis - Care
gt The older the people, the more care
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Market Analysis Singles living alone - by age
gt The more elderly loners, the more social care
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Is there a Demand for Smart Housing?
DEFINITELY!!

• empty houses
• increased life expectancy
• rising demand for care
• rising cost of care
• rising number of (elderly) singles

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Awareness Analysis

• Is the population aware of the future housing
  problem?

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Awareness Analysis
2. Are the politicians aware of the future
housing problem?
Sustainable Housing
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Is there a General Awareness of the Housing
Problem?
DEFINITELY NOT!!
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Conclusions

• The citizens need to be informed about
• the problem (no care for the elderly)
• the solutions (Smart Homes)

gt Advertising campaign to change attitude
towards housing
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Advertising Campaign
Advertising aims - inform about the future
housing problem - inform about technological
solutions - inform about subsidies - change
attitudes
Central message You want to live in your own
house even when youre old ASSUME
RESPONSIBILITY - NOW!!!
Target groups - general public -
politicians - architects/builders
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Advertising Campaign
Advertising means - posters - radio spots -
video spots
Advertising period before the elections - EU
Parliament Elections - State Parliament
Elections - German Parliament Elections
Advertising area - locally (Recklinghausen) -
(state-, country-, EU-wide)
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Sample Adverts
1 Posters a) positive ads b) shock ads
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(No Transcript)
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(No Transcript)
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Inevitable?
The Smart Home fire alarm would have prevented
this.
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Too late?
The Smart Home burglar alarm would have
prevented this. Protect yourself.
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Summary

• There is a market for Smart Homes
• There is little awareness of the future housing
  problem
• gt Campaign to increase the awareness

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Radio Spot
TV Spot
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Thought about it?
With the Smart Home safety system you will never
forget to shut your windows. Protect yourself.
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Thanks for remembering me!
Think about later, when you build a home!
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Think abouttomorrow Today!
The Smart Homevitality checkwould have
prevented this.