OLV, OVMedia, streaming platforms, socials, experience, outdoor, guerrilla, toolkits and community management
In cooperation with O-bureau.
knows that checking in and out on public transport is possible
of occasional travelers agree with convenience, reliability and accessibility
cumulative users who checked in and out with the debit or card
In June 2023 big group AMS was part of the team that helped to launch OV-Pay. The contactless payment system nationwide allowing travelers to tap-in and tap-out with their debit card, credit card or digital wallet. In all public transport including trains, buses, metros, and trams. Mastercard played an essential role, partnering with public transport companies and Translink to support banks with implementing transaction processing. The national mass-media campaign by OV-Pay took care of touch and tell, but how do you sell? That was the big question.
Public transport belongs to everyone. From the age of 10 to 100. From curious first-movers to reluctant anti-changers. However the primary focus was on the occasional traveler (5.2m) that are open to travel with their card. How can we inject emotion and activation into the mass media campaign ‘Steeds slimmer, steeds makkelijker’? When Dutch people feel optimistic, when everything runs smoothly they whistle. Or when a task is real easy they will tell you they can do it whistling…
OV-Pay is so effortless that we translated this into the positivity of ‘Fluitend Onderweg’ (‘Whistling all the way’). An activation platform rallying occasional travelers everywhere to relax and check-in while whistling. Live across social, digital and experiences in public transport across the Netherlands. Supported by check-in & whistle stop-overs with the chance to win head phones, ear pods or folding bikes.
