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In a nation deeply rooted in traditional travel, PON, a global mobility leader, recognized the immense potential for change. VML partnered with PON to ignite a digital revolution, transforming their approach to customer engagement and IP development.
Discover how we co-created "Moves," a groundbreaking Mobility as a Service platform, empowering users with smarter, more sustainable travel options and redefining PON's role in the future of urban mobility.
Despite a global shift towards flexible mobility, 93% of the Dutch population remained reliant on their own cars, bicycles, or traditional public transport. This ingrained habit presented a significant challenge for PON: how to inspire a fundamental rethink of daily travel. The goal was to offer compelling reasons for individuals to embrace smarter, more flexible, and often faster, cheaper, and more sustainable transportation options, benefiting both personal well-being and the wider metropolitan environment.
This digital transformation yielded significant results for PON, solidifying its leadership in mobility. VML teams were instrumental in developing the "Moves" platform, crafting its complete brand identity, including name, logo, tone-of-voice, illustrations, and app UX/UI design, alongside targeted social campaigns.
Beyond creative execution, VML established and managed a central Digital Innovation Lab, which delivered over 50 digital propositions, new ventures, and capability development programs across PON's global businesses. We successfully developed a multi-modality-mobility proposition, now integrated into Hely.com, the leading mobility platform in the Netherlands. Furthermore, VML developed, set up, and now operates a centralized D2C digital marketing and e-commerce organization for Pon Automotive, driving direct online sales.
These efforts generated over +50 million in incremental revenue through new propositions and achieved a +20% increase in organic visibility for PON's bicycle brands.
