Given the budget (limited) and the deadline (tight) we opted to do an ambiant campaign which would reach 100 thousand visitors around the neighborhood of the Batibouw site, Brussels’ Palais d’exposition, which is near the famous Atomium. To be simple, direct and impactful, we decided on bus shelters and choose strategic locations where visitors had to pass.Brussels bus shelters are all glass-enclosed so what we did was simply to paint the inside of the glass with the white lime which is traditionally used to paint the windows of buildings under renovation to prevent passersby from seeing the inside. Then, by means of a stencil, we wrote a message in transparent letters on the lime covered window: The copy read simply, “Renovating, ask advice at your BNP Paribas Fortis Branch”

The bus shelters were very visible from a long way off and were both noted and liked by visitors before they entered the exhibition.This of course was the objective of the exercise. Inside the Palais there were reminders of the different loans on offer and of course a BNPP Fortis stand.