mobility on the move - asecap€¦ · •induce traffic & mobility (+ business) •reduce the...
TRANSCRIPT
![Page 1: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/1.jpg)
Mobility on the Movefrom cars to people
ASECAP Marketing WorkshopCopenhagen, February 2017
![Page 2: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/2.jpg)
2
PORTUGAL…
![Page 3: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/3.jpg)
PORTUGAL…
West Coast of Europe
Small country
< 100 000 km2
10M inhabitants (“Tugas”)
5M cars
| 3
![Page 4: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/4.jpg)
NOT ONLY GOOD IN FOOTBALL...
| 4
![Page 5: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/5.jpg)
…BUT ALSO GREAT PLACES TO TRAVEL & GREAT MOTORWAYS
Brisa runs a network of 1500 km - 50% of PT motorways | 5
![Page 6: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/6.jpg)
LAST YEAR’S TAKEAWAYS
| 6
![Page 7: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/7.jpg)
LAST YEAR’S TAKEAWAYS
Mobility on the Move
New initiatives transforming the Industry
Motorways are an essential part of the mobility ecosystem
| 7
![Page 8: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/8.jpg)
LAST YEAR’S TAKEAWAYS
Brisa’s New Vision
From infrastructure to mobility From cars to people
| 8
![Page 9: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/9.jpg)
LAST YEAR’S TAKEAWAYS
New Vision in action
New focus on clients New marketing platform
| 9
![Page 10: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/10.jpg)
LAST YEAR’S TAKEAWAYS
New Vision in action
Market single B2C brand Launch new mobility payments
| 10
![Page 11: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/11.jpg)
WHERE DO WE STAND?
| 11
![Page 12: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/12.jpg)
Digital EcosystemDirect channel to each client and ability to collect data
![Page 13: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/13.jpg)
DIGITAL ECOSYSTEM
Website
Top Performance Website (32 million page views)| 13
Simplicity and useful content
My Via Verde31%
Loyalty Program
12%Custommer Suport
13%
Tools11%
Other33%
![Page 14: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/14.jpg)
DIGITAL ECOSYSTEM
Via Verde App
Top national App (370k downloads, 25% regular users)| 14
Mobile first
![Page 15: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/15.jpg)
DIGITAL ECOSYSTEM
Email marketing
14 million emails sent (31% click rate, 0,05% unsubscribe) | 15
Very effective interaction
Newsletter effect
![Page 16: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/16.jpg)
DIGITAL ECOSYSTEM
WI-FI Network
400k users (90 access points, mainly on service areas) | 16
A new engagement channel
![Page 17: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/17.jpg)
Social MediaEnhance relation: engagement, customer service & sales
![Page 18: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/18.jpg)
SOCIAL MEDIA
Youtube
# 1 viral video in PT (1M views)
Vídeo: Aula de Impacto
| 18
Emotional engagement
Public Relations – Practices & Specialisms Business Citizenship/Corporate Responsibility
2016Silver Lion
![Page 19: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/19.jpg)
SOCIAL MEDIA
122 k followers (99% response, avg. within 17 min)| 19
The future customer service engagement channel
![Page 20: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/20.jpg)
Loyalty Program
![Page 21: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/21.jpg)
LOYALTY PROGRAM
Viagens e Vantagens (V&V)Main goals
Engagement, reputation & data| 21
• Increase Via Verde client base & retention (+ automation)
• Induce traffic & mobility (+ business)
• Reduce the negative perception of toll charging (- risk)
• Improve image (+ reputation)
![Page 22: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/22.jpg)
LOYALTY PROGRAM
V&V Online travel agencyPromote leisure travels (on motorways)
Bundle: Hotel or Activity + Tolls + Gasoline with discount| 22
![Page 23: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/23.jpg)
LOYALTY PROGRAM
V&V auto-related exclusive discountsAct on price, give back value
Promoting engagement & deliver customer extra benefits| 23
Partners
![Page 24: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/24.jpg)
LOYALTY PROGRAM
Viagens e Vantagens (V&V)Big numbers
Promoting engagement & deliver customer extra benefits
Travelling & online discounts
• 500k registered clients
• More than 3 million interactions (newsletters/social)
• More than 3 million content views (website)
• Customer satisfaction (93% CSI)
| 24
![Page 25: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/25.jpg)
Via Verde MobilityExpand ETC to all mobility payments
![Page 26: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/26.jpg)
VIA VERDE MOBILITY
ETC to all mobility payments
Street parking Public transports (Train)
First operations already lauched| 26
![Page 27: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/27.jpg)
Video Communication Digital & classic media, based on commercial offers (products & services)
![Page 28: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/28.jpg)
COMMERCIAL VIDEO COMMUNICATION
Via Verde LEVE (“LIGHT”) occasional OBU
| 28
![Page 29: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/29.jpg)
COMMERCIAL VIDEO COMMUNICATION
Summer Music Festivals (V&V ticket bundle)
| 29
![Page 30: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/30.jpg)
COMMERCIAL VIDEO COMMUNICATION
Via Verde Street Parking Payments
| 30
![Page 31: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/31.jpg)
OUR GREATEST ACHIEVMENT ?
| 31
![Page 32: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/32.jpg)
A new territory of engagement
Mobility
![Page 33: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/33.jpg)
OUR GREATEST ACHIEVEMENT ?
s
Old&Heavy| 33
Past content…
![Page 34: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/34.jpg)
OUR GREATEST ACHIEVEMENT ?
Young&Beautiful
| 34
Today’s new content
![Page 35: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/35.jpg)
WHAT’S NEXT?
![Page 36: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/36.jpg)
WHAT’S NEXT?
Big Data - advanced analytics From transactions to behaviors
Make data useful
• Fraud management & revenue assurance
• Maintenance predicting planning (OPEX / CAPEX)
• Price optimization for fleets (promotions & discounts)
• Monetization of existing customer information
| 36
![Page 37: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/37.jpg)
WHAT’S NEXT?
Mobility facilitators
Mobility Planner Connected Cars
Planning Reservation Payment
| 37
Future horizontal app & new data
![Page 38: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/38.jpg)
WHAT’S NEXT?
Mobility shared economy
| 38
New operations & ventures
![Page 39: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/39.jpg)
SEE YOU NEXT YEAR!
| 39
![Page 40: Mobility on the Move - Asecap€¦ · •Induce traffic & mobility (+ business) •Reduce the negative perception of toll charging (- risk) •Improve image (+ reputation) LOYALTY](https://reader035.vdocuments.mx/reader035/viewer/2022081522/5fc3ca558b880f78df55479c/html5/thumbnails/40.jpg)
Mobility on the Movefrom cars to people
ASECAP Marketing WorkshopCopenhagen, February 2017