Case study

Bastille: +2 M€ de visibilité publicitaire équivalente (AVE) lors du lancement

From technical invention to media phenomenon: how BASTILLE imposed its folding bike on the screens of France.

Started in January 2024

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Seen in

BFM TV
TF1 Bonjour !
France TV
Europe 1
Le Parisien

Coverage tracked live by Strato, our in-house tool

+2 M€de visibilité publicitaire équivalente (AVE) lors du lancement
+40retombées majeures (Télématin, BFM Business, Les Échos, Frandroid, Le Monde...)

Starting point

Soft mobility is at the heart of decarbonization challenges. In April 2025, BASTILLE gave us a major mission: to orchestrate the communication of a brand that does not only sell a bike, but a new way of experiencing the city.

Led by Gilles Henry, the inventor of the famous YOYO stroller, the company arrives with a breakthrough innovation after 10 years of R&D: a bike with large wheels (27.5 inches) that folds in less than 10 seconds. With the launch of the electric version (Bastille E) scheduled for the end of the year, the timing was crucial to transform this technical feat into commercial success.

The goal

Le marché du cycle traverse une zone de turbulences et est saturé d'offres. Pour BASTILLE, le défi était triple :

Imposer une nouvelle catégorie de vélo pliant sur un marché concurrentiel et saturé d'offres.
Crédibiliser l’innovation technique et le positionnement haut de gamme par la preuve du "pliage magique".
Soutenir le déploiement commercial vers 100 points de vente en Europe grâce à une visibilité nationale.

What we did

Expertise involved: Press relations

An offensive two-step strategy to transform a technical innovation into an object of desire for the general public:

Embodying the brand (Le Récit)
Before the product, we sold the story. By capitalizing on the figure of Gilles Henry (inventor of the YOYO), we opened the doors of the Eco and Lifestyle press (Forbes, Les Echos) to install BASTILLE as the new desirable French industrial flagship.
Proving Innovation (The Experience)
For the launch of the electric model (Bastille E), we deployed the “proof by image” strategy:
- Expert tests: Organization of exclusive test sessions with Tech leaders (Frandroid, Cleanrider, Weelz) to validate technical performance and reassure buyers.
- Live demos: Infiltration of very high-audience TV morning shows (Good morning! on TF1, Télématin on France 2) to demonstrate the simplicity of folding live in front of millions of French people.

Results

In just 8 months, BASTILLE went from being a newcomer to becoming an essential reference for urban mobility 2025.

+30 major releases in 8 months (Press, TV, Web)
A TV & Radio dominance: The bike was introduced to millions of viewers on TF1, France 2 and BFM TV, creating immediate notoriety for the general public.
Unanimous Tech validation: Commendable tests (“Unique in the World”, “Revolution”) in Frandroid, The Geek Journal and Cleanrider.
A concrete business impact: This visibility has accompanied the expansion of the network, from 45 to nearly 100 partner stores in Europe.