Case study : In the saddles for Luxexpo!
Summary of the operation
Dates: from 17 to 22 August 2020 in Luxembourg-city
3 “Vélos Pub”
6 days of action
288 km traveled
11 strategic stopping points
72 hours of visibility
Luxexpo The Box , 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 completely redesigned for the resumption of post-lockdown events in Luxembourg.
Coming out of the frustration of many events recently canceled in the context of the coronavirus pandemic, this new open-air concept promises to be special, spacious and above all: 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 1100 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.
Everybody ! The Box Street Market is for anyone who is tired of staying at home and looking for a little getaway.
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 make things happen (pandemic, pollution, bio etc…)
It is in this context that mobile display has established itself as the Street Marketing solution.
Indeed, the advertising bicycle conveys “noble” values and has many advantages, particularly in this period of deconfinement:
– Eco-responsible approach => no CO² emissions like advertising trucks or vans
– The acclaimed bike and in tune with the times! Totally in line with government measures to develop soft mobility (eg doubled bonus for the purchase of a bicycle)
– Social distancing => Visible from afar by its mobility and its format, mobile display promotes social distancing.
– Originality => Unique on the Luxembourg market, this communication medium leaves no one indifferent
– Maximum visibility => the circuits are designed to cover areas with high pedestrian and road traffic (cycle paths).
3 pub bikes and 3 bikers were therefore mobilized for 6 days to crisscross the streets of Luxembourg City . The route was defined according to busy 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 pictures of the advertising display.
On the other hand and to maximize the “buzz” effect, the 3 advertising bikes circulated together (one after the other) on strategic portions of the route. Visibility guaranteed !
In the end, the operation was a great success and made it possible to boost Luxexpo’s visibility at this event and above all to make an impression thanks to this original medium which does not go unnoticed.
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