NMBS / SNCB
For the past three years, MASTR has partnered with delaware and NMBS/SNCB on a variety of influencer campaigns. We manage the entire creator process, from selecting the most suitable content creators for each campaign theme and target audience to overseeing execution and analysing the final results. The common thread throughout every campaign? The train is always a smart way to reach your destination. Whether you’re heading to a festival, catching a flight from Brussels Airport, exploring a new city or simply commuting to work, train time is never wasted time.
Train Time = Festival Time
2026
For the third year in a row, we had the opportunity to help shape the NMBS/SNCB festival campaign. We sent two creators—one Dutch-speaking and one French-speaking—to three major festivals: Graspop, Rock Werchter and Les Ardentes. Our role? Carefully selecting the right Flemish and French speaking creators who matched the campaign, maintaining close personal communication, preparing clear creative briefs, drafting detailed contracts, and managing the entire campaign to deliver the best possible results.
Thanks to our fast turnaround, all content was reviewed, approved and published the day after filming, in close collaboration with NMBS/SNCB.
The result: four engaging videos showcasing the train as the ideal way to travel to a festival. The content was further amplified through a targeted paid media campaign, ensuring it reached exactly the right audience.
2024 & 2025
Rock Werchter and Dour marked the start of the 2024 and 2025 festival seasons, as well as our very first content productions for NMBS/SNCB. Several enthusiastic festival creators produced engaging content that was reviewed, refined and published on the official NMBS/SNCB social media channels on the very first day. Careful planning and clear communication ensured authentic, entertaining content both on board the train and at the festivals themselves.
What started with four creators across two festivals in 2024 has since grown into a recurring bilingual campaign where speed, quality and a carefully curated creator selection are at the heart of every activation.
Train+
Communicating a new pricing offer to a younger audience is never easy, but it creates the perfect opportunity for a strong influencer campaign. Instead of relying on traditional messaging, we focused on creativity: entertaining content featuring relatable creators that young people genuinely look up to, combined with a targeted paid media strategy to reach the right audience and maximise campaign performance.
Train Time = Work Time
How do people spend their time while commuting to work? Our carefully selected bilingual reporter set out to find the answer.
