Swapfiets is world’s first ‘bicycle as a service’ company with nearly 220.000 members and the bikes are famous for their blue front tire. And what better way to increase the brand awareness of Swapfiets than to make the blue tire part of world’s biggest cycling race: the Tour the France. So we teamed up with Team Jumbo-Visma, created a blue race tire together and became part of the peloton.
And let’s say, this didn’t go unnoticed. The blue tire became the talk of the town in the media and on social media after Team Jumbo-Visma showed up with it at the team presentation. Several guerilla activations (including world’s biggest canvas) supported the initial news and kept the (online) conversation going in the first few days of the Tour. And the own Instagram and Twitter channel of the Blue Tire were a big hit on social media. But it all paled into insignificance when Wout van Aert pressed his blue front tire first across the finish line on the Champs Elysees when every cycling fan was watching. Is there any better ad imaginable?
One thing is sure. The world knows that the Blue Tire = Swapfiets. In total more than 250 million people have been reached, with a media value of €3.000.000 (in the 4 key markets of Swapfiets).
