The Brussels Motor Show is one of Belgium's largest consumer events, bringing together automotive brands, mobility players, and thousands of visitors every year.
For car buyers, professionals, and mobility enthusiasts alike, the show is a key moment to discover new models, compare solutions, and make informed purchasing decisions. In an increasingly complex mobility landscape, the event plays an important role in connecting consumers with the right vehicles and mobility services.
Similar to 2025, the challenge is 2026 was clear: attract at least 300,000 visitors while optimising media budget compared to the previous year.
At the same time, consumer expectations around mobility were evolving. Buyers faced an overwhelming number of choices across cars, vans, motorcycles, and fleet solutions. The challenge was not only to create awareness around the event, but also to position the Brussels Motor Show as the place where visitors could confidently navigate those decisions.
The campaign therefore needed to balance broad visibility with strong conversion performance, reaching both private and professional audiences while maximising every euro invested.
With motorcycles making their long-awaited return to the Brussels Motor Show after years of absence, the campaign was built around one powerful creative concept: a blue drape.
More than a visual element, the drape became a storytelling device, teasing the audience about what is underneath. The unveiling coincided with the official announcement of the return of motorcycles to the show, creating intrigue, anticipation, and a strong visual identity across all campaign touchpoints.
Building on the previous edition's positioning, the campaign introduced the simplified and empowering message "Find your drive." A clear and accessible proposition designed to resonate with private drivers, professionals, fleet customers, and motorcycle enthusiasts alike.
To maximize impact, a comprehensive media ecosystem was developed, combining awareness-building channels with conversion-driven activations. We were responsible for the full media strategy, including planning, negotiations, buying, optimisation, reporting, and social media activation.
The creative campaign was rolled out across both online and offline touchpoints, using strong automotive insights to connect with audiences emotionally while reinforcing practical reasons to attend. Promotional offers and conversion-focused messaging were integrated throughout the customer journey to stimulate ticket sales.
Performance marketing played a central role in the strategy. Campaigns across Meta, TikTok, Bing, and LinkedIn were continuously monitored and optimised to drive efficient conversions. The implementation of a server-side tracking setup significantly improved data quality and campaign performance.
To further amplify awareness without relying heavily on television, strategic partnerships and competitions were developed with brands and media partners including Carrefour, KBC, Radio 2, Radio Willy, Motoren & Toerisme, and AutoTrends. These collaborations helped extend reach, generate engagement, and stimulate ticket sales on a national scale.
The Brussels Motor Show 2026 was a huge success and exceeded all expectations. The campaign attracted nearly 350,000 visitors, which is an increase of 14% compared to 2025. The growth was achieved with 21% lower media spend, demonstrating the effectiveness of the strategy and media optimisation approach.
The implementation of server-side tracking improved data performance by 30%, enabling stronger optimisation and more efficient conversion campaigns. Audience quality also increased, with more than 30% of visitors attending with a clear intention to buy, reinforcing the commercial relevance of the event for exhibitors.
The campaign was very positively received by industry stakeholders, with 82% of exhibitors expressing strong satisfaction with the creative campaign.
