NS RailEasy
background The OV-chipkaart is a new method of payment for pubic transport. In the future, it will replace all paper tickets used on Dutch public transport. The NS is the largest public transport organisation involved with the OV-chipkaart. The card can be ‘charged up’ with credit in euros, with which you can travel. You can also ‘load’ a specific product onto the card, like a return ticket or a travel subscription.
briefing NS came to Globrands for a naming structure, with a main- and product group name, and to develop variations for the new product group ‘travelling on credit’. The main name needed to be distinctly different from the current offering in public transport and the existing products of the NS itself. The NS brand strategy and pay-off ‘let yourself go’ was used as point of departure. The most important advantages of ‘travelling on credit’ are the ease and speed of use. The name needed to be short, clear and accessible – in consideration of the very diverse target audience. In addition, the naming structure needed to be transparent and flexible for differentiation of the offering.
result & quote The result of this exercise is ‘NS RailEasy’, with the alternatives: Basis, Extra and Dal. In addition to the name development Globrands also did a qualitative name test for the NS, and took care of the trademark research. Jan Bouw, NS product manager: “Globrands guided the NS through a structured name creation process, in a professional manner and with regards to the desires and circumstances, resulting in a product group name that can not be surpassed”.