Make people contribute in making people curious.  The goal is based on a team discussion on how to create successful attention. A conclusion was that in many cases successful attention is achieved when people are presented with something unexpected. This then lowers the barrier of communication between other victims of this unexpected occurrence.  The different use of media will serve as a means of creating curiosity. The purpose of the final concept will only be clear to the people when successfully combining the different media. People will be curious when coming in contact with one media and they will try to figure out the unexpected event by using different media.  In the end the best situation would be if people themselves would contribute to this unexpected events, creating a self evolving concept (level 4 cross media).  

Proposition

The discomfort of the building site travelers might experience will seem a little less frustrating and annoying to them.  

Scope

Places influenced by the concept involve mainly Delft central station and its surroundings. However, effects of the concept might reach even placed outside Delft, considering it is based on a train station.  The concept will be active in a limited timeframe. There is of course possibility for growth due to consumer input when successful.      

Target group’s characteristics

The focus of the concept will be on travelers through Delft central station (commuters). The factors that unite these people are:  

• Traveling through the station and it’s surroundings
• Their traveling path is part of their routine
• They might experience crowdedness during rush hour
• Most of the time there is a waiting period on the station
• Because of the routine, they might often have a means to kill the time
• They visit the station in the morning and in the evening
• Where passengers are a little bit more relaxed in the evening when heading home

Target group’s choice of media

 Forms of media the target group is carrying themselves:  

• Laptop computers (with internet connection, Bluetooth, IR)
• Mobile phones (with internet connection, GPS, Bluetooth, IR)
• Radio
• Books, magazines or papers 

Forms of media that might grab the target group’s attention:  

• Conductor announcements (of upcoming stations or possible delay)
• Posters or billboards (on the station)
• (free) Papers (like the Spits and Metro)
• Possible monitors in the area
• Flyers or handouts

Interesting places and situations

The situations consist of existing ones that we want to have a similar impact on the target group as our concept:  

• The train (unexpected situations e.g. emergency brake, passenger aggression)
• The station (delay or train departure rescheduling)
• The path through the building site (change a lot, are sometimes hard to pass through)
• The building site (progress, is it starting to look like something already?)
• Kiosk or any neighboring stores (e.g. bookstores)
• Bicycle rent places
• Transportation storage (e.g. bicycle or car)
• Other public transportation (e.g. bus, tram or subway)
• Extreme conditions (weather)