LIJNCOM & 3MOTION
A SYSTEM THAT CONNECTS AND INSPIRES
Lijncom, 3Motion and Conics joined forces for the design and implementation of an innovative planning system aimed at achieving a more efficient and clear exchange of orders and data. Through the bespoke software solution, Conics has succeeded in bridging the gap between the two partner companies and inspiring them for the future.
DYNAMIC AND INNOVATIVE PARTNERS
Lijncom is a vibrant subsidiary of De Lijn with nearly 20 years of expertise in advertising on buses, trams, and tram buses. From their brand new and energy-conscious office in Aalst, they spread impactful adaptable campaigns across Flanders. Productive collaborations with data analysts, technology providers, and innovative printing companies have led to groundbreaking innovations in the media sector, both in front of and behind the scenes: the commercialisation of digital advertising opportunities on the screens at the Antwerp metro and at the coastal tram stops along the Belgian coast, as well as the development of MAIA (Mobile Advertising Insight Analysis), a measurement system for the reach of advertising on public transport. Thanks to this ongoing hunger for innovation, Lijncom won no less than 3 gold AMMA Awards in June 2025, in the categories of Media Saleshouse of the Year (Challengers), Innovation & Development of the Year, and Media Research.
3Motion is a full-service print company for visual communication, displays, and packaging. The family business from Zele was named East Flanders and Flemish SME of the year in 2023, thanks to their innovative and sustainable initiatives, strong growth ambitions, and social commitment. With the help of innovative technologies and the creativity of their employees, they realise each project from design to installation tailored to the customer. This customer focus creates an international client network in countries including the Netherlands, France, and the United Kingdom. All of this makes 3Motion the ideal execution partner for Lijncom for the branding of line vehicles.
NEED FOR AN EFFICIENT CONNECTION AMONG PARTNERS
“Since our collaboration with 3Motion, the need for a clear and shareable planning system has become increasingly apparent. Given the nature and complexity of our planning, we did not immediately find what we were looking for in existing packages. We set out to find a software partner who could build this for us from scratch,” says Lieve Meylemans, Operations Manager of Lijncom.
“Our main goal was to develop a joint platform with Lijncom to efficiently exchange orders and data. The connection between the two companies and the internal integration with our existing ERP system posed a significant challenge,” said Femke Helon, CEO of 3Motion.
"Our main goal was to develop a joint platform with Lijncom to efficiently exchange orders and data."
OPEN COMMUNICATION FROM BEGINNING TO END
“Through connections, we ended up at Conics and from the very beginning, we had a very pleasant contact. Conics quickly understood how things were structured and what the complexity was during the first conversation. I immediately felt that they understood what our issues were,” says Lieve.
“We never had the feeling ‘Do they really understand what we need?’. Conics understood where the needs were and immediately saw the complexity and the potential pitfalls. Dries (managing director of Conics) and Brian (Project Consultant of Conics) immediately got into our heads,” Femke adds.
Christine Van den Berghe, CEO of Lijncom, also highlights the importance of having a dedicated point of contact: “Because Conics assigns a fixed project leader to each project, we saw the same faces from the very beginning and understood each other. At the kick-off meeting, it was immediately clear what Conics could and could not do for us. They do not create false expectations, but build trust by demonstrating the possibilities. By the next meeting, the information from the previous meeting had already been processed, and we could immediately take a step further. Additionally, the communication regarding the timing was very clear and accurate."
"Ik denk dat deze 4 zaken:
1) verstaanbare taal spreken,
2) de
mogelijkheden duidelijk communiceren,
3) informatie verwerken voor een volgende
vergadering en
4) timing communiceren en respecteren
de belangrijkste
pluspunten zijn van Conics. We
hebben Conics altijd gezien als een partner en niet als een leverancier.”
“It is indeed incredible how we have met all the deadlines step by step. I have rarely worked with partners who meet their deadlines so well,” Lieve adds.
"We have always seen Conics as a partner and not as a supplier."
"Conics was able to bridge the gap in this story and developed 2 systems that can perfectly exist separately, but also function together and exchange data with each other."
SMOOTH COOPERATION AND ENORMOUS COMMITMENT
Christine, Lieve and Femke are very pleased with the collaboration with Conics.
“The project was well divided into intermediate steps. There was a clear structure to it. Conics understood the priorities and did not get lost in details,” emphasises Femke.
“A clear plan was indeed drawn up, so that we also knew well what we could prepare for the next meeting,” Lieve adds.
“The involvement of Conics was immense. They were part of our project, and that is a very nice feeling. We never had to explain anything twice, and when we asked a question, they immediately knew what we meant. It felt as if we were their only client,” Lieve continues.
“Even after our system was launched and we started testing it in practice, Conics remained available to make adjustments and fine-tune things,” adds Femke.
“The involvement of Conics was immense. They were right there with us in our project, and that is a very nice feeling."
A CONNECTING SYSTEM
Conics was tasked with replacing the internal planning system with a new, better solution for Lijncom while retaining the advantages of the previous software. The aim of the new system was to quickly obtain an overview of the ongoing campaigns and the phase they are in.
Femke says: “Having an overview of the ongoing orders at a glance was also our main goal. Additionally, it was crucial for 3Motion to be able to connect the programme with that of Lijncom and with our existing internal ERP system. All the pieces of the puzzle had to fit together.”
Conics was able to bridge the gap in this story and developed 2 systems that can perfectly exist separately, but also function together and exchange data with each other. The software solution is connecting on all levels. It not only ensures a connection between the planning systems of both partners and a seamless integration with the existing workflow, but also brings colleagues closer together.
“The project was truly a team effort. Everyone could contribute to the final product, which is why everyone is also satisfied with the result,” said Christine.
Even the name of the system testifies to connection, as a competition was launched at Lijncom to find a suitable name for the software.
“We like to give projects a name, because if it has a name, it exists and can be referred to,” says Christine. The planning system was eventually named Viv within Lijncom. “Viv stands for sold is sold, an insider who has been around the team for a long time. Once a campaign is sold, it needs to be scheduled and entered into the workflow. In other words, Viv represents the finalisation of projects,” Lieve explains.
3Motion is considering naming their part of the software Jan, so that the connected system becomes Vivianne (Viv + Jan).
"We would also like to utilise Conics' expertise in the future for the implementation of further automation."
EFFECTIVE AND INSPIRING
“With our personalised software solution Viv, we have certainly achieved our set goal. The visual aspect (the different phases in various blocks and colours) is a great advantage for seeing at a glance in which phase each contract is,” Lieve explains.
Femke also supports Lieve: “It is indeed a very visual solution. The data comes in a structured manner, and with just a few clicks, you get a clear overview of what is working and what is not. The system serves as the engine for the further process and the entire workflow. Despite the large amount of data, it is surprisingly light and user-friendly. In my eyes, Jan represents overview, clarity, and follow-up.”
This collaboration was an inspiring journey for us. It was enriching to see that there are always ways to bring structure to data, no matter how complex it may seem. It was great that Conics brought very sector-specific expertise to the table and advised us. There is indeed an enormous range of systems in the graphic sector, and it is a pitfall to have too many disparate systems that cannot communicate with each other. The added value of Conics is that they know what is available on the market and select, connect, and tailor the right systems for a company. We would also like to utilise their know-how in the future for the realisation of further automations and integrations with other clients and partners.