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Des Smarties, des crèmes glacées et des fleurs.

From smarties, ice-cream and flowers.

Numéro : No 268

Auteurs : NOWAK T., LITINA E.

Résumé

For the longest time, heat pump technology has been presented based on its technical merits. Good for the environment (renewable heat), energy efficient, low CO2 emissions and sometimes even cost savings. But are these really the keywords that have triggered a change in opinion? The presentation will explain a different approach as charted and deployed by the European Heat Pump Association. Aiming at a positive emotional perception of the technology while trying to achieve a high level of recognition, the association has shaped a communications campaign that re-coded the benefits of heat pump technology in colours: green for renewable energy, orange for energy efficiency, blue for GHG emission reduction, red for security of supply, yellow for smart grids and purple for employment. These were then produced as chocolate candies (m&m) and packed together with a mug that said “I love HP”. The backside of the mug listed the term “heat pump” in the 24 official languages of the EU plus Japanese, Mandarin and Russian. A pack of candies and a mug were sent to each member of the relevant committees in the European Parliament and to the European Commission. The paper will explain the underlying reasoning and execution of this communication campaign over the last four years and aims at encouraging new approaches of heat pump lobbying.

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Pages : 10 p.

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Détails

  • Titre original : From smarties, ice-cream and flowers.
  • Identifiant de la fiche : 30030070
  • Langues : Anglais
  • Sujet : Généralités
  • Source : 13th IEA Heat Pump Conference 2021: Heat Pumps – Mission for the Green World. Conference proceedings [full papers]
  • Date d'édition : 31/08/2021

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