116111 Marketing Analysis

New Number - New Opportunities? ANALYSIS AND ASSESSMENT OF 116 111 AS A GLOBAL MARKETING PRODUCT Milan, 4 October 2009

Table of Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Vision ,[object Object],Brand? Benefits? Opportunities?

The Objective ,[object Object],[object Object],[object Object],[object Object],[object Object]

116111? Analysis Opportunities 116111!

We all know it when we see one…

A Brand = ,[object Object],[object Object],[object Object],[object Object]

Table of Content ,[object Object],[object Object]

The Characteristics and Potential Benefits of 116111

116111 Characteristics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

116111 Potential Benefits for Children ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],+ Benefit of knowing that every child in Europe uses the same number to call their local helpline could give a feeling of “not being alone” or “part of a bigger community”. + Benefit if local country child helpline number is longer. - Benefit if local country child helpline number is shorter. + Benefit for countries not using 116 111. + Benefit if not offered by country helpline already.

The Situation in the Different Countries

Country Child Helpline Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Country Child Helpline Questionnaire

116 111 Country Status per January 2009

116 111 Country Status per July 2009

Characteristics of local child helpline number ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Characteristics of local child helpline number ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Characteristics of local child helpline number - overview -6 digits +6 digits

Visual Appearance ,[object Object],[object Object],[object Object]

Visual Appearance Child Helplines in Europe

From Awareness To Attitudes Towards Child Helplines Among Children

Users - Europe Average ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],30.4% 58.7% Source: Connecting to Children 2006 (22 helplines) 89.1%

Users Issues - Europe Average ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Connecting to Children 2006 (22 helplines)

Motivation to Use 116111 (target: Children) = positive = neutral = negative Message Country Shorter/easier Part of Europe Toll-free A B C D E F G H I J K L M

Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How Child helplines perceive the Awareness Effect a Pan-European Message would have on children in their countries – see example next slide = positive = neutral = negative Message Country Shorter/easier Part of Europe Toll-free A B C D E F G H I J K L M Awareness Effect

Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

BUT, ,[object Object],[object Object]

116111 Marketing Analysis

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116111 Marketing Analysis