The S-Train is DSB’s commuter train that runs throughout the metropolitan area. It is where DSB has by far the largest number of passengers. It is used by about 245,000 people a day on average, everyday, year round.
The challenge
The S-Train network is the foundation of the metropolitan area’s mass transportation system, but there are doubtless very few Copenhagen residents who associate the train with fun and entertainment. Now DSB is focused on doing things that will lead to happier and more loyal passengers.
The solution
Creuna has developed an entertainment concept based on mobile barcodes (2D-codes). Using their mobile phone cameras, passengers can scan them on the platforms and in the trains. In this way, they are able to obtain entertainment, information and contests directly on their mobile phones from a number of different advertiser’s mobile sites.
The concept was developed in cooperation with the technical provider of mobile barcodes, Scanbuy.
Mobile barcodes are a completely new channel for the DSB S-Train. They make the wait on the platform and the train trip more pleasant and represent a great marketing possibility for advertisers who offer mobile content. The possibilities are almost endless, as long as advertisers understand the necessity of delivering content that is relevant to the context passengers find themselves in.
The results
The solution gives the DSB S-Train a lot of new possibilities:
- A new channel that informs and entertains passengers
- A completely new advertising medium, and thus a new revenue stream
- The opportunity to take a leading position in a new medium