Why do we keep buying more stuff and then throwing it all away again? This is one of the questions that is central to Swapfiets's latest pan-European campaign. The Dutch company with the iconic blue belt has the mission to make cities more liveable, cleaner and greener. In the new campaign and positioning, Swapfiets explains that their product-as-a-service business model is the necessary shift from ownership to use. The creation for this campaign comes from advertising agency Truus in collaboration with Halal and Studio Beng Beng.
From ownership to use
“We believe there is enough stuff on this planet”, a clear message from Swapfiets asking people to shift their focus from ownership to use and reuse. “Our bicycles are designed to last extra long, which is why you cannot buy our bicycles,” says the campaign, which concludes with a call to join the Swapfiets movement.
“There is a new generation who rightly believe that companies should have a positive impact on the planet. Which also states that we should think about the way we consume everything or how we move around, says Maurice Willemsen, Marketing Director of Swapfiets. We are part of that generation and fully agree with it. With our bicycle subscription and our product philosophy, our members can reduce their ecological footprint and make an impact on the quality of life in cities by using smart micro-mobility. ”
Japie Stoppelenburg founder of Truus and responsible for the brand refresh with his office: “Swapfiets is a real game changer that not only promotes cycling, but also a sustainable way of doing business. This requires a clear statement. Inhabitants of cities who ride a Swapfiets belong to a generation that is very concerned about the future of our planet. They want things to change radically. We translated that wish into a modern, fresh and positive campaign. ”
Fully circular bicycles on the road
Swapfiets has been working intensively behind the scenes for several years to have fully circular bicycles on the road. An analysis showed that the Swapfiets Deluxe 7, the most popular model in Europe, is now 88 percent circular. The business model based on reuse forces the designers of Swapfiets to choose parts with the longest possible lifespan. The company wants to have fully circular bicycles by 2025. Today, Swapfiets already has a zero-rubber-waste policy, which ensures that no piece of rubber ends up in the waste bin. Said Swapfiets on their website.
Photo above: Swapfiets image bank.
Also read: Swapfiets: In 2025 only circular bicycles
