NS Business Card

On paper, the NS Business Card is a strong proposition. It offers convenience, time savings and administrative simplicity. Yet the car wins in the decisive moment. Business travel behavior is not driven by product knowledge, but by routines, beliefs and mental availability. That is where the problem sits.

Business travelers often make the choice too late. They are already driving when they realize the train would have worked better. The decision should happen in the morning, or ideally the night before. That is exactly where the NS Business Card is not mentally present, so the car wins by default.

The strategic choice is therefore clear: do not focus on more ownership, but on structurally increasing usage. Usage is where value is created. When people travel by train more often, the relevance of the NS Business Card becomes self-evident, and the card becomes part of their daily work routine.

From this insight we develop the organizing idea Kickstart your day with the NS Business Card. It positions the card not as a ticket, but as the start of the workday. The promise shifts to getting to work more easily and arriving on time. Work starts the moment you step on board.

Embedding comes from applying the organizing idea consistently across multiple domains. The ecosystem focuses on one moment: the morning decision. The impact is that the NS Business Card shifts from an administratively convenient product to a functional part of everyday business travel.

In collaboration with:
• Arjen Huizinga, NS