How to fully immerse all train travellers arriving at one of the busiest train stations in Belgium in the Tour de France’s Brussels Grand Départ theme and instigate them to share the yellow invasion on social media.
In true Tour de France fashion, we brought the famous handwritten road encouragements into the train station. 500 yellow stickers (covering 260 m²) were placed on the platforms as well as in the main tickethall, creating an oasis of yellow cheers and cycling-related drawings. The cheers and signs accompanied people from the platforms towards the start of the Tour, just outside the train station.
To involve fans, a social media competition was launched to get them to send in their most original cheers. These were then plastered all over the train station, alongside our own quotes and drawings.
To add to the fun, a peleton of tapdancing cyclists surprised passersby every 30min with a catchy and fun tapdance routine, creating an energetic and exciting atmosphere as well as lots of buzz on social media
An abundance of smartphones appeared out of pockets by travellers to document the creative yellow invasion and tapdance routines and upload onto their social media platforms. The campaign featured heavily in traditional and online media (the station could be seen in every national newspaper) and caught the attention of influencers such as Vive le Vélo presenter Karl Vannieuwkerke.