NS group return

Proposition development with the NS: getting car users invaded by co-creation into the train

This fact yielded the ambitious goal of enticing entrenched car users to use the train. This requires a relevant proposition that offers an appealing customer benefit, and which furthermore credibly underlines that traveling by train is greener.

Respond to the group feeling

Branddoctors developed a number of these in co-creation with the NS team and the target group propositions where finally Group Return came out as the winner. With this proposition, the customer is offered a direct advantage. Moreover, the group feeling is responded to in a creative way. Boarding is allowed at any location in the Netherlands, provided that everyone travels to the same destination.

A special Facebook page was developed by an external party to order the Group return in a fun and easy way. And via the CO2 comparator you can immediately see how green you are.


Want to know more?

Make an appointment with Peter van der Schouw via peter@branddoctors.com or via Ellen: +030.

Published on
January 1 2017

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Client
Eric Trinthamer, NS spokesperson about Fire Doctors:

In the first five months after introduction, the Group Return was sold more than 40.000 times and 233.000 people made a trip with the Group Return. A minimum of four and a maximum of ten travelers travel together per ticket. “It is very special that 40% of these travelers consciously made the choice for the train instead of the car. This is exactly what NS aims for.

Partner, Strategist

Peter van der Schouw