How behavioral change contributes to limiting traffic congestion

Changing behavior is an important part of solving social issues such as the energy transition, climate change and traffic congestion. Reducing traffic pressure around Schiphol Airport shows how you can stimulate behavioral change in practice with targeted communication based on data.

The traffic pressure around Schiphol is enormous and is only increasing. Not surprising, because it is the fourth largest airport in Europe in terms of passenger numbers and the third largest in terms of cargo traffic. In addition, approximately 100,000 people work at and around Schiphol. Of these, 67% come to work by car, making the road to it, the A4, one of the busiest highways in Europe.

E-bike as an alternative means of transport

In particular, to limit the pressure of daily commuting, Schiphol asked us to investigate whether and how BSR (Brand Strategy Research, by MarketResponsetgroup, lifestyles can contribute to this. The region is now approaching the yellow and red lifestyles from the BSR model in a targeted and structured way, for example to start using the e-bike as an alternative means of transport. This is done with target group-oriented campaign material. By cleverly combining relevant messages and concepts for the vital and harmonious target groups, the region keeps these promising target groups ‘on board’.

Focus on key concepts per target group

For example, the MarketResponse research helps to focus the campaigns more specifically on the most promising target groups. The insights from the insights community software research provide the opportunity, where necessary, to focus on key concepts that are important for a specific target group. In addition, they offer the possibility to develop inclusive campaign materials. Interviews with commuters and employers help to keep a finger on the pulse.

Integral program for better accessibility

The e-bike campaign is an integral program that contributes to better accessibility, fewer traffic jams and cleaner air. The program supports employers and develops interventions to help commuters choose between working from home, traveling outside rush hours or other means of transport such as cycling, public transport, shared transport or a combination of these.

Program targets employers…

Schiphol is working on accessibility at various levels, with a great deal of attention for the employer. After all, he/she largely determines when and in what way employees travel. Mobility brokers help employers, for example, to set up flexible and sustainable mobility policies. Employers are actively brought into contact with each other. For example, employers in Schiphol Trade Park, together with the park management, organize a shuttle bus that improves the accessibility of the business park.

…and commuters

Commuters are motivated and encouraged to think differently about work and travel. For interventions aimed at behavioral change among commuters, Schiphol asked us to investigate which insights and starting points BSR lifestyles can offer. The e-bike trial is an example in which Schiphol has applied the results of the MarketResponse survey.

Multicolour campaign

Schiphol already held an annual e-bike trial campaign. This campaign was widely used in 2020. Commuters can test an e-bike for free for two weeks. In 2021, Schiphol will use the results of the study to address the promising target group more specifically. For example, it turned out that not all lifestyles see the bicycle as an attractive alternative. That is why various sub-campaigns now focus on specific lifestyles, whereby one approach need not exclude the other. Insight into the motivation of commuters helps to focus parallel campaigns on a recognizable group, with arguments that are logically related to each other. The research shows that the harmonious and vital BSR living worlds are the most promising for the e-bike.

The harmonious target group: discomfort of cycling is not too bad

For the harmonious living environment, Schiphol developed campaign material that shares practical experiences with testimonials. To this end, commuters are interviewed to receive feedback on how they experience the campaign. For example, commuters in the campaign talk about the convenience of cycling, or rather the limited inconvenience because, for example, it rains less than expected. Commuters also talk about the travel time as a useful moment of relaxation. The face behind the testimonials is warm, personal and cheerful.

The vital target group: the professional who cycles freely

For the vital living environment, the focus is on the way in which the e-bike strengthens the commuter’s self-image, on dimensions such as freedom and vitality. Central to this target group campaign is a fashion model who plays a headstrong and ambitious professional who explains how her choice for the e-bike fits perfectly into her daily planning and her career planning. The content of the promotion was presented in factual form and point by point, with an emphasis on the freedom and sustainability of the e-bike. Facebook turned out to be an excellent platform for addressing the red environment. 

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