Briefing

Theme

Our chosen theme is ‘enjoying the chaos’, because it best fits our mission and vision best:

‘Let everybody have fun on the construction site.’

The story we want to tell is quite literally enjoying the chaos. We want to find a way for people to have fun and relief their irritation concerning the construction site caused by the chaos. We want them to see beyond the chaos and let them see what good things ‘Spoorzone Delft’ can bring.

Target group

We wanted to get an overview of the people who are directly coming in contact with the construction site. In picture ... you can see the groups and subgroups.

Persona Hans

This is Hans. Hans is 38 years old and is married to Marrianne. Together they have two children, Tom and Lisa. Hans loves to wave surf and is a fanatic swimmer in his free time. Hans works as an accounted in The Hague, and uses the train to go to work. He takes the train every morning at 8:30 am, to get to work but the time he get’s home everyday is a mystery because Hans is quite dedicated to his work and loves his FriMiBo. His favorite place to go on holiday is to camp, in Portugal, because of the big waves and nice nature.

Daan Bouman

Daan is 21 years old. He studies civil engineering at TU Delft. Daan lives in a student house at the Delft centre. He works one day a week in Schiedam, his home town. His parents still live there. He uses the station about twice a week to go to work and visit his parents. He likes to party and goes to Leiden occasionally with his housemates. He isn’t really happy with the tunnel project because he won’t benefit from it. He expects to graduate long before the new tracks can be used. Daan expects only more delays because of the constructions.

We thought that travellers would be an interesting group. Because Delft station lies on the most ridded piece of track in the Netherlands, just two tracks between The Hague and Rotterdam, there is a high probability there will be delays. If a train, signal or HV cabal fails, if a there is jumper on this track, or for some other reason the track can’t be used, there is no back-up track. This makes it highly probable that if something happens, the delays will endure longer than 15 minutes.

In future we expect some more trouble along this track because of the constructions around the tracks, and so more delays.

When we take a look at the group travellers we can say that they don’t want to waste time, and if they are not able to control that aspect of traveling they would like to find something to kill the time they have left.

We want to stimulate this group to participate in this project. Waiting on the train can be frustrating, having something to do can make the time go by a lot quicker. People are often stimulated if there is something to gain for them. Another stimulus is keeping the mystery. If there is something interesting, people tend to know more about it. Not giving all the answers and letting people come back to get more answers.

There is a lot of media that can be used to let people participate. Regular media like: phone, internet, tv, radio, flyers, paper and billboards. But also other media can be used like: intercom station, Light-show, fireworks, fake train crash, waterfall-text, lighting pavement, lasers, locomotive-entrance, use of ‘wasted’ rail track nr.4, Mysterious mafia shoot out in the train, Pimp your train.

Identity

It should be a breezy and easy identity, with an easy accessibility. This because when people are already irritated you don’t want anymore difficulties and you want to relax and comfort them and let them forget their irritation in a second.

Communication goal

We want to address an easy relaxed feeling. Because the irritation is caused by chaos, and chaos is unpredictable we want people to shift their irritation from anger to happiness. We want people to see that they don’t have to be irritated or that their problems concerning the chaos are all for the better.

Cm would be a good solution for this because on we can warn people for the chaos daily on the Internet. And because chaos isn’t predictable we are able to use Cm on the site itself to inform people that there is going to be trouble.

Media choice and combination

During our choice and combination of medias, we looked for fun, new ways to reach our target group. We want to raise their curiosity and lure them on the site where our message is. Here is a list of the different ideas we have:

· Light-show: mostly visual but sound can be added, attracts attention more attention when it is dark, needs expensive machines and a big platform for the show.

· Fireworks: safety factor, difficult to share a message but gets a lot of attention.

· NS-crash simulations: use the 2km long tunnel as a screen and make a video of a train crash between an old and new train to show the safety improvements (for example).

· Waterfall-text: Delft is next to a lot of water, so why not use it? See the link for a video: http://www.youtube.com/watch?v=0HeUixe_Lpg&eurl=http://www.fazed.net/video/view/?id=828

· Lighting pavement: just like the Micheal Jackson clip “Billie Jean”, each step could show a letter and people would have to walk to know the message.

· Locomotive-entrance: use an old locomotive as a decoration and place it on the current unused rails, put a piece of history from the NS, improve their image and build a better trust with the customers.

· Mysterious mafia shoot out in the train: decorate the train and the station with a theme, the conductors would have another uniform… A sort of “Pimp your train” event.

In these choices, only the fireworks are unacceptable. Fireworks are loud, bright and expensive so it might be troublesome or annoying for people in the neighborhood and financially unacceptable for the NS. The other ideas have more potential and are original.

Interesting places to communicate the target group would be: the station, inside the train and other public transport vehicles. One particular situation caught our interest: whenever a train is late, people have to wait and are wasting time. We want to use those unplanned minutes and change the boredom into something fun. This means that whenever this kind of situation happens, the information needs to be communicated; it can be done through an announcement of the train station’s speakerphones. It would be nice if it comes as a surprise, then the people would feel like they just got a present. Other more permanent ways of communicating can be placed around and outside the station to get people to participate with the event, even if they aren’t travelling. It would add something to the livelihood of the place.

To keep people on coming to the event, it needs to be updated on a monthly based (according to us).

Proposition

Once our project is done and applied, we expect that people will find a source of relief. Our project needs to be fun and accessible.

Scope

We want to use the construction site directly around the station so travellers can easily enter the terrain and quickly get back to the station. We plan to make a project for the delayed travellers. People will be delayed before, during and after the constructions. Therefore we want to make use of the construction site for the project as long the spoorzone allows it.