How can we become more attractive for the young generation?

The SBB is the leading Swiss Railway company.

In 1997 the Swiss Federal Railways approached BrainStore with the question "How can we make trains more attractive to the young generation". BrainStore brought together executives from the Railways and representatives from the young generation. The result: a breakthrough product the "Gleis 7" (Track 7). The card allows any person under 26 to use any train in Switzerland after 7:00 PM for an entire year for CHF 129 (about USD 145) and has provided mobility to an entire generation.