Campaigns and actions: some recent Dutch experiences. Gerjan Huis in t Veld november

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1 Campaigns and actions: some recent Dutch experiences Gerjan Huis in t Veld november

2 Stop Prijsmisleiding! Action Travel Prices june 2013

3 What s the problem? Research February 2013: none of 60 travel companies are 100% fair about their prices. Extra insurances, extra costs for cleaning, sheets, et cetera. Survey April 2013: misleading prices are the number one source of irritation for consumers Hidden / extra costs, vague additional costs, extra options on opt in basis (mostly travel insurance) The advertised price is never the final price We received hundreds of online complaints on this issue

4 Preparation We chose 8 companies from the complaints We selected different sectors: tour operators, ticket sites, holiday parks, bus travel agencies We selected different malpractices Our aim: companies must change their behaviour and advertise in a more consumer friendly way Our strategy: naming & shaming, playful actions, online video s and virals

5 Action week Day 1: press release, zeppelin above highway A4 (near Schiphol Airport), visit to World Ticket Center with camera, online video, updated press release at the end of the day Day 2: visit to Solmar Tours with king and camera Day 3: vinkjesdag, sent three holiday parks a cage with a finch, an online call to release the finches, online video Day 4: visit to Center Parcs with director Bart Combée and his big pillow, online video, final press release

6 Results All 8 companies adapted their online advertising practices Much media attention (especially the first press release) Much support from consumers 4 new video s Dutch Consumer Authority (ACM) declares misleading prices a top priority in their enforcement actions Follow up in October: holiday parks change their behaviour

7 Action #Beltegoed Maak tegoeden voor bellen, sms en en internet een jaar houdbaar!

8 Consumers loose call minutes and sms every month What is the problem? Bundels of mobile telephone subscribtions are made for everage users, but everage consumers don t exist Extra bundel costs are three times as high as normal costs Consumers choose big bundels to avoid extra bundel costs, but (video) They loose the unused minutes and sms every month without any compensation

9 Therefore: action #Beltegoed Therefore we asked mobile credits as a buffer + We demand a credit with a validity for one year + We asked the providers for one year; no response. Then we asked the politians to change this. Actions 22 February 2013 Petitie for longer lasting mobile credits. More than Dutch consumers signed our petition. 16 April Actie in The Hague (near Parliament). We offered the petition and released the results of our research for the mobile leak : every month Dutch consumers loose 68 miljoen on mobile credits for call minutes, SMS and internet data. (video)

10 Much media attention for mobile leak Radio, NOS journaal (17:00 uur en 20:00 uur), RTL Nieuws (16:00, 18:00 en 19:30 uur), online media (nu.nl, tweakers.net), kranten (zoals de Volkskrant en AD)

11 Results so far May 2013 Minister Kamp (Economic Affairs) called the mobile leak a serious problem and annouced his talks with the telecom sector about it. In september he will report back to the Parliament. October 2013 Minister Kamp gives the telecom sector half a year to solve the problem. He expects mobile subscription options without the leak. If not realised he threats with new legislation on this point next year.

12

13 Fraud and waste in health care Geef je reactie! Poll De consument moet zijn bijdrage leveren aan het betaalbaar houden van de zorg door: Meer zorg zelf te betalen 2% Genoegen te nemen met goedkope zorg als dat medisch gezien voldoende is 26% Minder naar de huisarts te gaan 2% Niet voor alle kwaaltjes behandeling te willen 22% Meer premie te betalen 1% Meer te doen aan preventie / gezonde leefstijl 47% U heeft al gestemd 737 keer gestemd Veelgestelde vragen over de campagne Mondzorg Consumentenbond onderzocht Laatste nieuws Tandarts Eurosmile fraudeert met valse rekeningen Per Januari 2013 weer vaste tarieven Vrije tarieven mondzorg blijven minimaal tot november Geen concurrentie bij tandartsen Gestegen tandartstarieven door vrije prijzen? Suggesties

14 Mortgage interest rates Campaign against too high mortgage rates

15 Campaign on guarantees Garantie Checker: > gebruikers Sitebezoek: > unieke bezoekers

16 Some lessons Be ambitious in your campaign aims, but don t target too high or too pretentious Broad, long running umbrella campaigns don t work; small and quick actions do Offer your supporters a direct perspective for action and give them practical tools Use smart marketing techniques to reach supporters and to seduce them to participate in your campaign Naming & shaming works for companies (especially when the camera runs ) Follow the Anger : mostly practical consumer irritations, seldom political issues Bring - where and when possible - an international dimension into your campaign Be online, but also on mobile devices and in social media Follow up on the campaign, also in advocacy and policy, stays important, and often requires much patience and a long term perspective

17 Questions, remarks? Thanks for your attention!

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