Swapfiets started in the Netherlands in 2014 as an idea of three students. They realised that bicycles are the best solution for individual mobility in cities, but nobody really wants to take care of maintenance and repair when owning a bike. This is how Swapfiets was founded as the worlds first monthly bicycle subscription service with an on-site repair service included. In 2019 Swapfiets contracted Big Bang & Whisper for PR & communications of the launch and expansion of Swapfiets in the German market. The task was to introduce the idea of a monthly bike subscription to customers while clearly communicating the differences to existing bike rentals or the stationary bike trade. Swapfiets was a truly unique newcomer and one of a kind.


Big Bang & Whisper suggested to localise all PR efforts, targeting initially not national media (who would care nationally, if Swapfiets just started in a few cities in Germany) but to focus on regional and even local media, announcing the launch of Swapfiets in each city.

PR fully built on providing valuable information to journalists, always making sure that the differences between rental – subscription – leasing or owning a bike are understood. Based on the local buzz generated by Big Bang & Whisper accross the country, Swapfiets was quickly recognised as truly innovative solution and addition to the mobility mix in cities.

  • localise
  • from bottom up (regional to national media)
  • focus on regional / local print and online media
  • clear key messaging and information for local media
  • invitation to store openings / press events


260 million people / contacts reached
1.300 media clippings in 2019

Share of media types 2019 in %

Big Bang & Whisper started to communicate for Swapfiets in April 2019. Within a few months, regional media in all Swapfiets cities reported about the newcomer not only once but several times. Swapfiets continued to stay in the media being an example for a new thinking in sharing economy and made news not only in regional and local newspapers but large national online, tv and radio programmes. The office of Peter Altmaier, Federal Minister for Economy and Energy, invited Swapfiets for a media collaboration showcasing Swapfiets as good solution in the mobility mix to solve traffic problems of cities.

In 2019 Swapfiets was mentioned in more than 1.300 media articles and programmes across Germany reaching audiences of more than 260 million people. Generally speaking, within less than one year Big Bang & Whisper helped to make the Swapfiets brand be known by all German citizen.

This post is also available in: German