480 unique cards for 480 excellent employees
SJ is Norways leading train-operator by customer satisfaction, out-competing every other train operator in Norway. In 2025 SJ set their targets higher than ever, so to motivate the employees at SJ to give it their all - we launched the internal campaign 85+.We printed and mailed each employee a unique, personalized card. The card contains a message telling them how much their efforts mean. And hints at a grand reward for all employees if SJ hits 85+ in 2025.
The card also included a QR code on the back of the invitation which users could scan to visit the to the new 85+ hub. On the 85+ hub, users can further customize their own train carriage. The hub also displays realtime updates of the customer satisfaction scores, a countdown to the next official result and motivational messages from SJs leadership.Printed on each card is a illustration of a train carriage, labelled with the recipient’s name. To create a unique carriage for each employee we built a custom generator which combined hand-drawn carriage parts. We then wrote custom software to generate the individual print-files for each card, along with an addressed envelope.
The 85+ Hub is built on React and Firebase and features user authentication, realtime updates and a fully responsive design. The project also uses Twillio to provide users with monthly SMS updates.
Project information
We printed and mailed each employee a unique, personalized card. The card contains a message telling them how much their efforts mean. And hints at a grand reward for all employees if SJ hits 85+ in 2025.
llustration
The train carts draw inspiration from the vintage designs of the century-old train carts that SJ operated during the 1800s and early 1900s.
