A playful activation across the station and social
This engagement campaign turns the station into the start of your day out, where travellers send postcards, play, shop and discover tips on their way to their destination.
The challenge
A day out doesn't start at the destination. On the way there, you're already looking to get in the mood: doing something fun, picking up a treat or something useful, discovering something new. NS Stations enriches that moment with small, relevant proof points at the station. The station makes your day out even better.
The concept
The campaign is built on three pillars.
Making waiting more fun. For travellers waiting at the station, there's plenty to enjoy, with Stan and Marion as the face of it all. Inspired by the hospitality of station staff, they share tips, fun facts and station secrets that make waiting a little more fun.
Making the journey more fun. Through Greetings from the station, the whole of the Netherlands can be greeted with a postcard from a traveller's own station.
Making discovery more fun. The memory game I'm off on a day out and I'm bringing makes sure nobody forgets their essentials, with items matched to the destination.
Making it work
Greetings from the station is an interactive activation where travellers create their own postcard through a filter. Those postcards travel across the Netherlands and reappear on billboards nationwide. I'm off on a day out and I'm bringing was built as a Simon-says game, developed as a web game. Making waiting more fun comes to life through a social campaign, run both paid and organic.
The results
By giving travellers something to actively take part in instead of just waiting, the campaign strengthens the connection between NS Stations and the traveller. The combination of digital moments at the station and the physical journey itself creates a brand moment that reaches beyond the day out itself. People feel connected to a brand the moment they become part of it, not the moment they watch it. That's why we don't build content to be watched, but experiences to step into. Campaigns, games and activations that fit naturally into what people are already doing, and invite them to take part. Because that's when real connection starts.
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