Thalys Musical Chairs

Objective

Thalys, the high-speed train operator across France, Germany, Belgium, and the Netherlands, partnered with creative agency Rosapark to develop a brand engagement campaign called 'Bienvenue chez nous' (Welcome Home). The campaign aimed to build positive associations with train travel and encourage passenger participation through a gamified experience that would appeal to a broad audience across the four-country network.

Solution

Rosapark conceptualized Thalys Musical Chairs, a reimagined digital version of the classic children's game developed in partnership with Dutch creative studio Resn. The browser-based game featured a hybrid HTML and Flash implementation with three escalating levels of difficulty accompanied by music. Players competed against the clock in the modified musical chairs gameplay, with progression through levels required to qualify for the grand prize. The exceptional reward—a lifetime train seat granting unlimited, free travel on the entire Thalys network for life—incentivized broad participation across all four operating countries.