Summary of the operation
Dates: August 17 to 22, 2020 in Luxembourg city
Action details:
💡 3 “Pub Bikes”
💡 6 days of action
💡 288 km traveled
💡 11 strategic stopping points
💡 72 hours of visibility
Customer objective
Luxexpo The Box , a congress and exhibition center located in the Kirchberg district (the business center in Luxembourg) wishes to set up communication actions in Luxembourg city, in order to promote their event “The Box Street Market”, the first edition of a new event entirely redesigned for the resumption of post-confinement events in Luxembourg.
Emerging from the frustration of many events recently canceled amid the coronavirus pandemic, this new open-air concept promises to be special, spacious, and most importantly: safe!
Like an outdoor market (the highest level of the Luxexpo car park), the event welcomes around sixty exhibitors : food, drinks, music, fashion, decoration, lifestyle… with a capacity of 1,100 visitors (taking into account physical distancing).
To promote this event and in addition to other media used, Luxexpo The Box wants an impactful and original Street Marketing campaign to communicate about this event, in short, to make an impression in this context of the resumption of events in the Grand Duchy.
Target Intended
The URBAN PUB solution
It is important to remember the context: resumption of events following a long period of confinement (COVID-19) with a collective awareness to get things moving (pandemic, pollution, organic etc.)
It is in this context that mobile displays have emerged as the street marketing solution.
Indeed, the advertising bike conveys “noble” values and offers numerous advantages, particularly during this period of deconfinement:
– Eco-responsible approach => no CO² emissions like advertising trucks or vans
– The popular and trendy bicycle! Fully in line with government measures to develop soft mobility (e.g. doubled bonus for the purchase of a bicycle)
– Social distancing => Visible from afar due to its mobility and format, mobile displays promote social distancing.
– Originality => Unique on the Luxembourg market, this communication medium does not leave anyone indifferent
– Maximum visibility => the circuits are designed to cover areas with high pedestrian and road traffic (cycle paths).
3 advertising bikes and 3 bikers were therefore mobilized for 6 days to crisscross the streets of Luxembourg City . The route was defined according to peak times and around ten strategic stopping points were defined in order to capture the attention of as many passers-by as possible (squares, café terraces, pedestrian intersections, etc.). Many interested passers-by took photos of the advertising display.
Furthermore, to maximize the buzz effect, the three advertising bikes traveled together (one after the other) on strategic sections of the route. Visibility guaranteed !
In the end, the operation was a resounding success and helped boost Luxexpo’s visibility at this event and, above all, make an impression thanks to this original support which did not go unnoticed.
Tickets for the event were SOLD-OUT!
