PROJECT BRIEFINGTEUN BONGERS CMIDM4THIJS VAN LAARHOVENJAN THISSENWILLEM DE VREE

CONTENTS

‣ Theme

‣ Target Group

‣ Stakeholders

‣ Field Research

‣ Communication goal

‣ Brand Identity

‣ Media Combination

‣ Proposition

‣ Scoping

THEME | ENJOYING THE CHAOS

TARGET GROUP | RAILROAD TRAVELERS

TRAVELLERS | CHALLENGES

STAKEHOLDERS | NS | Servex | AKO | Rijwiel shop | PRONTO PHOT

FIELD RESEARCH

‣ Although people are aware of the project, they do not know exactly what to expect.

‣ Common attitude towards project is positive

• Inform and entertain the travellers and commutors on a trustworthy and playfull manner during the inconvenient years of chaos.

• “Make the chaos enjoyable”

COMMUNICATION GOAL

BRAND IDENTITY

MEDIA PLATFORMS

SENSES

PROPOSITION

• Instead of getting bored or annoyed by the inconveniences of the Spoorzone Project, travellers will be encouraged to participate in a cross-medial and social activity.As a result, travellers will no longer feel frustrated whenever they miss their connection.

SCOPE

• One-time-dynamic project

WHAT’S NEXT?

• Concept Development