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2. Marketing Information Event
AniekGeurens-Dubbelboer
3. Marketing Information Event
Bart Hufen
Business: www.BrandNewGame.nl
Blog: www.gamingandbranding.com
Book: www.laatmetjemerkspelen.nl
Loves to play
4. 4
SchipholSmartGate Cargo
Background
Objective
SmartGateprocess (current vs desired)
Target audience (stakeholders)
Game Concept
Trailer
Questions
Marketing Information Event
SmartGate The Game
5. 5
SchipholSmartGate Cargo

Schiphol airport strives to maintain a leading competitive position compared to other airports

6. All logistic parties could benefit from potential growth in air cargo at Schiphol (Amsterdam) 7. A stronger competitive position will bring growth in terms of revenue (all parties benefit from the same piece of a bigger pie) SmartGate The Game
Background
8. 6
SchipholSmartGate Cargo

Smoothening the logistic process will increase speed of delivery of goods, reduce costs and hence lead to more profit for all parties

9. Information needs to be structured and shared 10. To increase speed, reliability and safety SmartGate The Game
Background
11. 7
SchipholSmartGate Cargo
SmartGate The Game
Objective
There is one main objective for SmartGate
Schiphol should keep its international competitive position as main airport for cargo.
12. 8
SchipholSmartGate Cargo
SmartGate The Game
The Process
The export situation:
13. 9
SchipholSmartGate Cargo
SmartGate The Game
The Process
The current situation:
80 Boeings of paper work (yearly)
Different formats (mostly analogue)
No communication between chain parties
Different ways of working
Inefficiency
14. 10
SchipholSmartGate Cargo
SmartGate The Game
The Process
Example
15. 11
SmartGate The Game
The Process
SchipholSmartGate Cargo

The current situation:

Shipper
Shipper
Cargo
Land
Air
2nd line shed
1st line shed
Trans-porter
Forwarder
Trans-porter
Trans-porter
Forwarder
Airline
Handler
Receiver
16. 12
SchipholSmartGate Cargo
SmartGate The Game
The Process
The desired situation:
Cargo
Handler
Shipper
Trans-porter
Forwarder
Airline
Go
Green Lane
All documents registered properly up front
Exit
x-ray
Red Lane
Joint inspection shed
Not all documents registered properly up front
17. 13
SchipholSmartGate Cargo
SmartGate The Game
Target group
The most important target audience are forwarders, transporters and handlers.
(Shippers -> 0)
Transporter -> 2
Forwarder -> 1
Handler -> 3
Customs
Airline
(Schiphol Air Cargo staff)
18. 14
SchipholSmartGate Cargo
SmartGate The Game
The Game Concept
19. 15
SchipholSmartGate Cargo
SmartGate The Game
Game objectives

There are three objectives for the game:

Increase awareness for SmartGate
Create acceptance for SmartGate
Internalize the new working method for all parties in the chain
20. 16
SchipholSmartGate Cargo
The game portal will run on a central accessible server
The portal will have multiple games over time in line with the three game-objectives
The games will gradually grow from easy & simple to more immersive and educational
There is always a central game dashboard
SmartGate The Game
Game restrictions
21. 17
SmartGate The Game
Game mechanics
GREEN
RED
SchipholSmartGate Cargo
Dashboard
22. 18
SchipholSmartGate Cargo
Moodboard
23. 19
SchipholSmartGate Cargo
SmartGate The Game
Game concept
First thoughts:
Shipping game spreading green and red goods on various trucks (like Tetris)
Racegame where loaded trucks should offload goods and transfer information a.s.a.p.
An overall logistic game to experience the whole process from shipper to airline
24. 20
SchipholSmartGate Cargo
SmartGate The Game
Game concept
1. Shipping game spreading green and red goods on various trucks (like Tetris)
25. 21
SchipholSmartGate Cargo
SmartGate The Game
Game concept
2. Racegame with trucks
26. 22
SchipholSmartGate Cargo
SmartGate The Game
Game concept
27. 23
SchipholSmartGate Cargo
SmartGate The Game
Game concept
28. 24
SchipholSmartGate Cargo
SmartGate The Game
Game concept
29. 25
SchipholSmartGate Cargo
SmartGate The Game
Game concept
30. 26
SchipholSmartGate Cargo
SmartGate The Game
Game concept
31. 27
SchipholSmartGate Cargo
SmartGate The Game
Game concept
32. 28
SchipholSmartGate Cargo
SmartGate The Game
Game trailer
Check the gametrailer onYoutube:
http://www.youtube.com/watch?v=k_91Sj59b5I
33. 29
SchipholSmartGate Cargo
SmartGate The Game
Planning
Objectives vs Timeframe
Increase awareness Q4 2010
Improve acceptance Q1 2011
Internalized working method Q2-Q3 2011
34. SmartGate The Game
Wrap up
Any questions? Please speak freely now or contact: Bart Hufenbarthufen@brandnewgame.nlor visitBook: www.laatmetjemerkspelen.nlBlog: www.gamingandbranding.comBusiness: www.brandnewgame.nl
35. SmartGate The Game
Wrap up
Any questions? Please speak freely now or contact: Bart Hufenbarthufen@brandnewgame.nlor visitBook: www.laatmetjemerkspelen.nlBlog: www.gamingandbranding.comBusiness: www.brandnewgame.nl