Get Back campaign
STIB launched a major "Get Back" campaign to win back the hearts of travellers and encourage them to return to public transport. This campaign was divided into several actions, during which STIB pulled out all the stops to win back its customers. The campaign began with a song: "c’est si bon". Launched when the warm weather returned, it invited Brussels residents and visitors to bring Brussels back to life with STIB, through various themes introduced by "c’est si bon". Examples of these themes are "inviting your friends to your huge garden", "saying 'go on, one more for the road'" or "being able to enjoy your favourite restaurants".
STIB brought to life the expression "the light at the end of the tunnel". By playing with light, it wanted to celebrate with its travellers the gradual return to a more normal life. This action assumed the national colours during Euro 2021 to support the national football team, before taking on orange summer hues. The installation could be seen in the metro tunnel between Parc and Arts-Loi stations between June and September 2021, during which time STIB recorded 3.7 million journeys between these stations.
But that's not all. To thank its passengers, STIB distributed flowers and sang to them accompanied by piano tunes in the metro. Actions were carried out in collaboration with the shops in the stations, which offered scratch-off coupons. The campaign also included a B2B component, through a unique collaboration with five major Brussels partner employers such as RTBF and VUB.