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 conference and exhibition center located in the Kirchberg district (the business center of Luxembourg) wishes to implement communication actions in Luxembourg city, in order to promote their event “The Box Street Market”, 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 amid 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 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 resumption of events in the Grand Duchy.
AIMED TARGET
The URBAN PUB Solution
It is important to remember the context: resumption of events following a long period of confinement (COVID-19) with collective awareness to make things happen (pandemic, pollution, organic, etc.)
It is in this context that mobile display has emerged 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 popular bike and in tune with the times! Totally in line with government measures to develop soft mobility (e.g.: double premium for the purchase of a bicycle)
– Social distancing => Visible from afar by its mobility and its format, the 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 roam 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.
On the other hand, and to maximize the “buzz” effect, the 3 pub 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 support which does not go unnoticed.
Entries for the event were SOLD OUT!
