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+.Each employee received a personalized invitation featuring a unique illustrated train carriage and a QR code linking to the 85+ Hub. There, employees could customize their carriage, track real-time customer satisfaction scores, see countdowns to upcoming results, and receive updates from SJ's leadership.To personalize the campaign at scale, we built a custom generator that created thousands of unique train carriage illustrations and automatically produced print-ready files and addressed envelopes.
The 85+ Hub was built with React, Firebase, and Twilio, delivering authentication, real-time updates, and monthly SMS reminders that kept the campaign engaging throughout the year.
The campaign proved to be a great success. Not only did SJ achieve its ambitious target of 85+, but exceeded it, reaching a customer satisfaction score of 86+. Reinforcing its position as Norway's highest-rated train operator and demonstrating the power of engaging every employee around a shared goal.
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. By using the aesthetic of a past era, we hinted at SJ’s long-standing experience and heritage.
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.
