Presentation Bart Temmerman (CultuurNet Vlaanderen) & Frederik Bastiaensen (Stad Antwerpen)

1. Smart cards for boosting cultural attendance

3. Get more people involved
with
culture & leasure activities
Reduce barriers to participate

4. # The best thing we can do for
hard to reach audiences,
is to make a card for
everyone

5. City of Antwerp
- 492.000 citizens
- 167 different nationalities
- 94.000 people: increased compensation in
health care (OMNIO)

6. Aalst region
- Aalst, Erpe-Mere, Lede, Haaltert
- 80.000 + 19.000 + 17.000 + 17.000
= 133.000 citizens
- +/- 130 different nationalities
- 2.400 people have a discount pass

8. register status discounts
5 introductory offers
collect points get discounts
customer insights and communication

10. Where can the A-kaart be used?
52 locations ... and more coming up

11. can be used almost everywhere ...

12. where something is to be found...

13. Communication is key

14. What’s in it for whom?
– Discounts
– Customized tips to leasure activities
– Increased visitor rates
– Visitors insights (profile)
– Audience development for
hard to reach target groups
(non stigmatizing)
– Insights in leasure behavior
– Increased participation of vulnerable social
groups

15. Situation 27 november
Number of cardholders: 86.300
Used introductory offers: 58.900
Collected points: 899.000
Used points: 98.500
People with OMNIO-status (increased compensation in
health care): 3.200

16. Collected Points
120000
114171
100000 96326
89761
84728 84828
82695
78952
80000
64812
62178
60000 57102
42337
40000
20000
14359
0

17. Used Points
2000
1856
1800
1600
1449
1400 1355
1200
1000 928 927
823
782
800
600 537
400 324
200
74
37 23
0
dec '10 jan '11 feb '11 maa '11 apr '11 mei '11 jun '11 jul '11 aug '11 sep '11 okt '11 nov '11
(onvolledig)

18. Cumulative number of transactions since activation
100%
90%
80%
70%
60% 7 of meer transacties
4 tot 6 transacties
50%
1 tot 3 transacties
40% geen transacties
30%
20%
10%
0%
0 1 2 3 4 5 6
Aantal maanden sinds activatie

19. Ingredients for succesful actions
- Card infrastructure
- An attractive activity
- An advantage (main reason to buy a card)
- Communication

20. ModeMuseum – Walter Van Beirendonck
Newsletter week 37:
“You get a free ticket in exchange for your introductory offer to
the museums”

21. ModeMuseum – Walter Van Beirendonck
City Magazine Week 40

22. Collected Points
90
80
70
60
50
40
30
20
10
0
2011.W37 2011.W38 2011.W39 2011.W40 2011.W41 2011.W42 2011.W43 2011.W44 2011.W45 2011.W46
Newsletter Magazine Newsletter

23. EcoHuis: Train of ideas
Mailing week 38: Train of Ideas
The 'Train of Ideas' is a mobile, interactive exhibition about
ecology.
Visit this exhibition and collect 1 point.

24. EcoHuis: Open House
Mailing week 42:
Come to the open house! In exchange for 10 points
you get a free Eco-gadget.

25. 1000
900
800
700
600
500
Collected Points
400 Used Points
300
200
100
0
Train of Ideas Open House

26. Palazzo Rubens
De gek oppelde afbeelding k an niet worden weergegev en. Het bestand is mogelijk v erplaatst, heeft een andere naam gek regen of is v erwijderd. Controleer of de k oppeling v erwijst naar het juiste bestand en de juiste locatie.
Two action weekends:
In exchange for 10 points, you can visit the exhibition for free!

27. Collected Points
200
180
160
140
120
100
80
60
40
20
0
2011.W40 2011.W41 2011.W42 2011.W43 2011.W44 2011.W45 2011.W46 2011.W47
Action weekends

28. Amuz - OMNIO-action
Baroque evening: Dinner + walk + concert
Normal price: 59 EUR
Reduced Price: 20 EUR
10 subscribers with OMNIO

29. Coverage
UiTnetwerk took 3 years to reach 66%
Leveraging the network is key but roll-out UiTPAS
cannot be compared ...

30. Interoperability

31. Access
• Usability versus Attribution
• Choice doesn’t affect the philosophy of the loyalty system

32. New Applications
Interaction & participation
Feedback- Voting- Recommendation
Stored value account
Micropayments
Social media
Facebook, Twitter, ...
......
One-stop shopping
Ticketing
Profiling
Cultural dating

33. Roles & financing
Scale &
Avoided costs
Multiplicator effects
at local level
Increase productivity
Less invesments
Partnerships, other apps...
Subsidies for Available funding
central system for operations

34. Q&A