This holiday season, bol is unveiling a large-scale out-of-home campaign in collaboration with Urban Media, the creative unit of Bauer Media Outdoor. Featured in Antwerp Central, Ghent, and Leuven stations, the activation carries the message “For a gift that truly matters.” The campaign aims to bring a touch of magic and a sense of connection to travellers in some of the country’s busiest locations.

A festive OOH experience, close to travellers

Designed to reacha wide audience, bol’s campaign multiplies touchpoints and visuals thanks tothe expertise of Urban Media, bringing the Christmas spirit directly to the places where travellers spend their time. For three weeks,the “For a gift that truly matters” campaign transforms Antwerp Central Station, as well as the waiting areas of Ghent and Leuven stations, into fully immersive holiday environments. Escalators and elevators are fully decorated with festive motifs, creating a warm and welcoming atmosphere for all travellers.

The centrepiece? A 2.5-meter-tall Christmas gift installed at the heart of a major station. Centrally placed between two elevators adorned in the campaign’s colours, it immediately captures the attention of passersby. Inside, bol reveals a miniature Christmas village, designed to be both interactive and immersive.

The gift is a miniature Christmas village full of references to the past year, in which bol brings special moments and encounters back to life. Visitors can spot, among other things, the comeback of K3, the Bodemdrift wine bar by Lieske, and Claude at the Eurovision Song Contest. In this way, bol brings together all the stories and memories that made the past year special.

Gifts that tell a story

With this initiative, bol emphasizes that every gift can be much more than an object: it can be a gesture filled with thoughtfulness, intention, and emotion.

 "The holidays are a key moment for creating connections. Through this station activation, we wanted to offer an experience that is accessible, integrated into travellers’ daily routines, and gives concrete meaning to our message: giving a gift is above all an act of care. Out-of-home advertising allows us to reach a wide audience in high-traffic locations, where impact and quality of engagement are essential," says bol.

 The campaign, running until December 28, is the result of a collaboration between bol.com, Mindshare, WPP, Urban Media and Bauer Media Outdoor.