In short
Ghent and cycling: two things that just belong together. With its bike-friendly streets and stunning scenery, the city is made to be explored on two wheels. De Fietsambassade wanted more people to experience this first-hand. The goal? To make their bike rental service a must-do for tourists and an attractive option for locals.
Supermachine jumped in with a vibrant campaign, showing that renting a bike is the best way to experience Ghent like a local. From playful posters featuring different cycling personas to an interactive route map highlighting must-visit spots, we gave people all the reasons they needed to get pedaling.
The challenge
Ghent is built for cycling, but tourists don’t always see it that way. De Fietsambassade needed a campaign that made bike rental feel like an essential part of the Ghent experience: something fun, easy, and for everyone, not just hardcore cyclists. At the same time, locals needed to be reminded that renting a bike could be a smart, flexible alternative to using their own.
The insight
People don’t rent bikes; they rent experiences. Whether it’s a lazy ride along the waterways or a spontaneous detour to a hidden bar, cycling in Ghent is more than just transport: it’s a way to explore. By showing different cycling personas and the moments that make a ride special, we made renting a bike feel like the best way to experience the city.
The outcome
Supermachine turned Ghent’s bike rental service into a must-try experience. The campaign featured bold, playful posters, a bilingual cycling guide with insider tips, and a social media contest that turned riders into ambassadors. A year later, we fine-tuned the campaign with an updated route map and fresh visuals, keeping the momentum going and getting even more people on two wheels.
