NS ‘Jongetje’
NS, the Dutch Railways, is the principal passenger railway operator in the Netherlands. The story of this commercial is focusing on a little boys passion for trains and his sneaky plan to get his family travelling by train.
This commercial is communicating his passion and plan in a very empathic and entertaining way. We investigated, whether viewers reacted to the story in the way it was intended to.
Our Approach
We have setup an online experiment testing the NS commercial within the Netherlands. Through the webcam, we have collected eye tracking, emotion, and heart rate data. The combination of the 3 tells us what people really saw, how they felt about it, and how excited they were while watching the commercial.