1. Smart Home in Europe ADVERTISING for the Bekesczaba, May 2009 Kuniberg Berufskolleg Recklinghausen, Germany

2. 1.Market analysis 2.Awareness AnalysisAwareness Analysis 3.Advertising campaign 4.Samples Adverts Structure and overview

3. Market Analysis - Demography Demographic Development Germany (in million) => Houses for 7 m people will be empty => Increased competition

4. Market Analysis - Demography Age20052050 80 +4 m10 m => Fewer young people have to care for more elderly people 191020052050 80 20 65

5. Market Analysis - Care People in Need of Care (in million) => More people - more costly care Cost of Care 1996 2003

6. Market Analysis - Care Percentage of People in Need of Care (by Age Group) => The older the people, the more care

7. Market Analysis – Singles living alone - by age => The more elderly loners, the more social care Germany 2008

8. 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

9. Awareness Analysis 1.Is the population aware of the future housing problem? Today: “Big is beautiful.” Future: “Smart is beautiful.”

10. Awareness Analysis 2. Are the politicians aware of the future housing problem? State Gov. € 950 m large families disabled eco home experimental homes Federal Government Sustainable Housing EU???

11. Is there a General Awareness of the Housing Problem? DEFINITELY NOT!!

12. Conclusions The citizens need to be informed about  the problem (no care for the elderly)  the solutions (Smart Homes) => Advertising campaign to change attitude towards housing

13. Advertising Campaign Advertising aims: - inform about the future housing problem - inform about technological solutions - inform about subsidies - change attitudes Target groups: - general public - politicians - architects/builders Central message: You want to live in your own house – even when you‘re old: ASSUME RESPONSIBILITY - NOW!!!

14. 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)

15. Sample Adverts 1 Posters a) positive ads b) shock ads

18. Inevitable? The Smart Home fire alarm would have prevented this.

19. Too late? The Smart Home burglar alarm would have prevented this. Protect yourself.

20. 1.There is a market for Smart Homes 2.There is little awareness of the future housing problem 3.=> Campaign to increase the awareness Summary

21. Radio Spot TV Spot

22. Thought about it? With the Smart Home safety system you will never forget to shut your windows. Protect yourself.

23. Thanks for remembering me! Think about later, when you build a home!

24. Think about tomorrow – Today! The Smart Home vitality check would have prevented this.