GAUCI

For the Brussels Jump introduction, we identified a creative opportunity to align the launch with the magically timed Tour de France kick-off in Belgium. We painted a special edition of the neon-red bikes in Tour de France yellow and invited users to upload portraits of themselves with the bikes on social media. Lucky participants won free JUMP rides for a month.

The bikes popped up again in Paris, a steady base for the Jump product, during the Tour de France fever finale. Social media exploded and generated new FOMO for the bike’s inauguration in both European cities.