If you’ve ever taken a train in the Netherlands, you know Kiosk. It’s the dependable, ever-present stop on the platform, a familiar sight for anyone needing a quick coffee, a snack, or a refreshing drink. For years, Kiosk has been a staple of the Dutch railway experience, but its very reliability had become a double-edged sword.
People who knew and loved it would drop in for their regular fix, while a younger, newer generation simply saw it as part of the station furniture. Kiosk was “just there.”
To change that perception and introduce the brand to a new audience, particularly young people, we knew it was time for a new chapter. The goal was to inject some fresh energy and relevance into the brand. The solution? We decided it was time for Kiosk to get on TikTok.
Our strategy was simple: embrace the platform’s unique culture with engaging, youthful content. We wanted to transform Kiosk from a static location into a dynamic, relatable, and fun brand. We set out to create content that was authentically Kiosk, but with a modern, social-first twist.
We started by collaborating with the heart of Kiosk: its employees.
Instead of hiring actors, we filmed at multiple Kiosk locations, casting real employees as our stars. They became the funny, snappy, and charismatic characters that brought our concepts to life. This wasn’t just about showing products; it was about showing the personality and passion behind the counter.
As part of the creative team on set, I was on set every step of the way. From ensuring the cast and concepts aligned with our vision to brainstorming ways to make each video more enticing, I was hands-on with the entire process. I was often behind the camera myself, making sure the video execution was flawless. We made sure to stay on top of the latest short-form trends, putting all our effort into crafting content that would land Kiosk at the top of the Dutch algorithm.
Our efforts paid off big time.
The impact we made was immediate and powerful. We successfully shifted the public’s perception, transforming Kiosk from a brand people “just used” to one they actively engaged with. Our videos generated millions of views and sparked a new conversation around Kiosk. The brand was no longer just a destination—it was part of the online conversation. We successfully brought a beloved Dutch icon into the digital age, proving that even the most established brands can find new life by embracing a fresh, creative approach.
