Swapfiets - The Blue Tire

The campaign that took Swapfiets' blue tire global

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Strategy Creative concepting Copywriting Video production Visual design PR strategy Media strategy Social campaigning UX design UI design Web development Activation production

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Boldly-XR Bram Berkien Ovide PR mønaerk Tour de Tietema

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"Make the blue tire famous"

"Make the blue tire famous" was the goal of the sponsorship between Swapfiets and Team Jumbo-Visma (now Team Visma | Lease a Bike). The key growth markets for Swapfiets - Netherlands, Belgium, France, and Denmark - were targeted to accelerate growth by boosting brand awareness with the iconic blue front tire as the centerpiece.

While the blue Swapfiets tires already shine in many European cities, we knew there was no better way to elevate brand recognition than by showcasing the iconic blue tire in the world’s most famous cycling event: the Tour de France. As part of the partnership with Team Jumbo-Visma, the team secured the unique right to use the blue front tire in 10 stages of the Tour. This bold move stood out in the traditionally conservative cycling world.

Through an integrated communication approach - combining PR, online activations, guerrilla marketing, and even creating a dedicated social media account for the blue front tire - the tire became "the talk of the town" during the Tour de France.

Commentators in various live broadcasts across multiple countries spent minutes discussing it, explaining Swapfiets’ concept in detail. Online, cycling fans couldn’t miss the blue tire. The unconventional appearance of the tire, combined with a smart strategy targeting journalists, guerrilla marketing activities, online activations and a major PR stunt (resulting in a world record), generated unprecedented exposure.

The success story culminated when the world watched Wout van Aert cross the finish line of the final stage with his blue front tire leading the way.

The campaign ultimately delivered a media value of €3,000,000 (online and television across the four growth markets), a reach of 250 million people, 40,000 new Swapfiets subscriptions in the target markets, and more than 140 editorial mentions.