Time: 11/2011 - 02/2012
Client: Schiphol, the Netherlands
Team: Lixiao Zhang , Hui-Hsuan Wang , Roché Boedhoe , Rong Cai , Peiyao Cheng
Personal contribution: research, analysis, concept development, visualization
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Our object is to help Asian passengers feel emotionally involved in Schiphol by solving their problems causing by long travel, language barriers and cultural differences. In order to uncover perceptions of Asian passengers and build a strong brand experience to them, research and analysis about Schiphol’s brand value, current travel trends and developments, competitive airports and Asian culture were conducted. The project ended up with a new brand promise and strategic toolkit that will help Schiphol generating useful and innovative ideas to effectively communicate Schiphol brand value with Asian passengers.
Client: Schiphol, the Netherlands
Team: Lixiao Zhang , Hui-Hsuan Wang , Roché Boedhoe , Rong Cai , Peiyao Cheng
Personal contribution: research, analysis, concept development, visualization
........................................................................................................................................................................................................................................
Our object is to help Asian passengers feel emotionally involved in Schiphol by solving their problems causing by long travel, language barriers and cultural differences. In order to uncover perceptions of Asian passengers and build a strong brand experience to them, research and analysis about Schiphol’s brand value, current travel trends and developments, competitive airports and Asian culture were conducted. The project ended up with a new brand promise and strategic toolkit that will help Schiphol generating useful and innovative ideas to effectively communicate Schiphol brand value with Asian passengers.
A structure is developed from Schiphol point of view with three main directions based on the preferred future brand values: International friendly, complete travel experience and brand enhancement. Each dimension is embedded with one Chinese character and users needs (MianZi, feeling safe, and RenChing). Base on it, we designed a toolkit for Schiphol to generate ideas according to this structure.
By playing the toolkit, Schiphol can generate ideas that fit Asian passengers needs and wants. The following are two example we developed:
Schiphol Bottle:
Schiphol provides passengers some souvenirs with strong identification of Schiphol and Dutch culture. In this way, Schiphol’s brand awareness is enhanced when passengers carry them all over the world. A Schiphol shaped bottle is recommended, becuase it serves Asian passengers free water right away after a long journey, so they won’t need to look for stores to buy drinks with heavy luggages.
Sharing Wall:
A large screen in Schiphol functioning as a live feed wall, which displays
recommendations of passengers. It is done by Schiphol ambassadors who walk around and approach passengers for recommendations and type in their iPad. Passengers can give recommendations about Schiphol services, such as restaurants or shops, or show their impression about Schiphol.
recommendations of passengers. It is done by Schiphol ambassadors who walk around and approach passengers for recommendations and type in their iPad. Passengers can give recommendations about Schiphol services, such as restaurants or shops, or show their impression about Schiphol.
Storyboard of Schiphol Bottle and Saring Wall:
1. A Chinese speaking ambassador approaches Mr. Li and Miss Wang. He friendly asks for feedback about Shiphol.
2. The ambassador records feedback and gives them Schiphol Bottle as a reward.
3. Mr. Li and Miss Wang can use the bottle to fetch water and get free tea in the plaza.
4. When taking a rest in the plaza, they see other passengers’ feedback displayed on a big sharing wall. They feel familiar when seeing Chinese characters sharing by other Chinese passengers. They also get useful information like recommendation of nice stores/restaurants in Schiphol.
5. When leaving the airport, Mr. Li and Miss Wang carry the Schiphol Bottle and nice exprience with them to their journey.
