In short
The “Ge gaat er wel geraken” campaign promoted De Fietsambassade’s bike rentals to Ghent’s students with humor, art, and social media. From a mural by Karen François to playful online content and thousands of stickers scattered guerilla-style across the city, the campaign reassured students and drove bike reservations, making the service a trusted part of student life.
The Challenge
Amidst the uncertainties brought by the COVID-19 pandemic, students faced increased stress and anxiety. We needed to create a campaign that not only highlighted the practical benefits of De Fietsambassade’s services but also provided reassurance and encouragement during these challenging times.
Adding to the challenge was a tight budget, leaving no room for media investments. This meant we had to rely on creative, low-cost solutions like guerilla-style sticker distribution and collaborating with an artist ambassador to spread the message organically and maximize reach.
The Insight
Understanding the students’ need for both practical solutions and emotional support, we crafted the slogan “Ge gaat er wel geraken” (“You’ll get there”). This message served as both a literal promise of reliable transportation and a metaphorical boost of confidence.
The Outcome
The campaign successfully increased awareness and uptake of De Fietsambassade’s services among students, fostering a sense of community and support within the city.
