Client: Decathlon


  • Communication strategy
  • Advertising campaign
  • Communication platform
  • Video campaign
  • TV Commercial

Launch the Tilt folding urban bike and position the Decathlon brand as a leader in innovation.

The solution

We designed a scenario set against the background of urban mobility and including various situations. They were then brought to the attention of Belgian commuters, the potential clients for the Tilt folding bicycle, in local railway stations.

Each weekday, commuters were given copies of the Metro paper containing a different chapter in a photo novel illustrating the new Tilt bicycle and a page describing the bike’s technical specifications.

LED screens in the railway stations broadcast a “tutorial” film highlighting the bike’s main technological advantage – it only takes 1 second to fold it up.

Creation of a TV advert, jointly with the Parisian agency Fred et Farid which produced the film. Media communication was broken down into “product” adverts highlighting technical aspects of the bike, “storyboards” created like photo novels to illustrate a typical situation resolved by the use of the bike and social network posts on Facebook describing real life events and rewarding the best posts.

The result

  • Belgium bestseller of Europe.