A campaign that walks with the crowd

The Climate March is the one day a year when the audience Banque Triodos wants to talk to is all in the same street at the same time. The organisers counted 60,000 marchers in Brussels on 11 October 2026, the police 45,000: either way, the biggest edition in years. Triodos did not want to sell these people a product. It wanted to ask them a question that most of them had never been asked: your money, does it march for the climate too? Behind it, a fact from the bank's own creative, sourced on the screen itself: 98% of Belgian savings are not sustainable (Étude Ersis 2026, Forum Ethibel).

The constraint was the march itself. A fixed poster on the route sees the cortege go past for about thirty minutes. The bikes stayed in it for six. And a diesel truck carrying a climate message through a climate march was not an option.

One media plan, two layers. The fixed layer covered the march where it gathers and where it waits: digital screens in Gare du Nord and Schuman station at the start and the finish, JCDecaux totems along the route (Gare du Nord, Botanique, Madou, Arts-Loi, Schuman), and Clear Channel faces in the Saint-Josse neighbourhood where the cortege formed. 47 screens across 39 locations, for one day.

The mobile layer went inside the march. Two electric cargo bikes, three LED screens each, battery-powered and electrically driven, rode with the crowd from Gare du Nord to Schuman, six hours inside the march. Same creative as the fixed screens, so nobody saw two campaigns. The bikes are NomAds, glooh's mobile LED inventory: screens positioned on a precise point, or here, on a precise crowd.

The fixed screens carried the brand and the question. The bikes carried the ask: "Financez des solutions, pas la pollution" and a QR code, "Que fait votre banque ?", leading to a page where the marcher could find out. Each support carried its own code, so a scan from a bike and a scan from a station screen could be told apart. That is the point of a screen that asks for an action: it produces a number the brand can read the next morning, not only a reach figure.

The message served the audience before it served the bank. On a day when people are marching about where the world's money goes, a question about where their own money goes is not an interruption. It is part of the conversation. That, and the zero-emission bikes, is why the campaign could be inside the march rather than beside it.