Étude de cas 425PPM x bastille

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.

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.
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• 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.

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