France’s national state-owned railway SNCF is back with another live event. This time, with ad agency TBWA\Paris, they set out to promote the launch of their new direct Lyon (FR) to Brussels (BE) train route.
A 3 meter high cube is placed in Place de la République, Lyon with the message “Take a look at Brussels”. Passers-by who peek into the hole are transported to Brussels and greeted live by a Belgian music band.
In European transport marketing, live street experiences work best when they compress a service promise into one instantly understood moment.
A cube that makes “direct” feel real
The idea does not try to explain the route. It stages it. The cube behaves like a physical portal that turns “Lyon to Brussels is direct” into something you can experience in a few seconds, without a brochure, timetable, or sales pitch.
How the peephole reveal is engineered
The public-facing mechanic is simple. Look inside, see Brussels. Underneath, it is a live link that creates the feeling of distance collapsing, with the band providing a human welcome that reads as hospitality rather than tech demo.
Why this feels like travel, not advertising
Most transport marketing shows trains and destinations. This one gives you a destination moment first, then lets your brain do the rest. Curiosity pulls people in. The live greeting rewards them immediately. And the “I just saw Brussels from Lyon” story is easy to retell.
What SNCF is really buying with the activation
- Instant comprehension. “Direct link” becomes experiential, not informational.
- Earned attention. The cube is a public object that draws a crowd and creates spectators.
- Shareable proof. The experience is built to be filmed, reported, and repeated as a simple narrative.
Steal this for your next route or service launch
- Turn the benefit into a moment. Do not describe “direct”. Demonstrate it.
- Make the invitation frictionless. A peephole beats an app download when you need street volume.
- Add a human layer. A live welcome lands faster than a purely technical reveal.
- Design for bystanders. If the crowd understands it instantly, the activation markets itself.
A few fast answers before you act
What is “Take a look at Brussels” by SNCF?
It is a street activation in Lyon where a large cube invites people to look into a peephole and see a live scene from Brussels, promoting a new direct train route.
Why use a cube and a peephole instead of posters?
Because the action is self-explanatory and physical. People understand what to do in seconds, and the reveal delivers the message more memorably than a static claim.
What is the key idea being communicated?
Directness. The campaign makes the Lyon to Brussels link feel immediate by turning it into a live “window” experience.
What makes this effective as live communication?
Curiosity drives participation, the live greeting rewards it, and the outcome becomes a simple story people share: “I saw Brussels from Lyon.”
What should a transport brand measure for activations like this?
Footfall, participation rate, dwell time, earned media pickup, and any measurable lift in route awareness or intent in the regions reached.