Bancontact Payconiq Company – Belgians’ festival spending habits in the spotlight
Turning consumer insights into a media success story
In summer 2025, Bancontact Payconiq Company revealed the results of its new survey on Belgians’ spending habits during the festival season. The findings painted a vivid picture: one in three Belgians attends a festival each year, spending an average of €426 in total. The survey also uncovered what festival-goers enjoy most, what frustrates them the most, and their preferences regarding on-site payments. This was more than just numbers. It was a timely, relatable story that tapped into a cultural moment and resonated with consumers nationwide.
Our approach:
- We collected the data in a way that resonated with the festival mood, focusing on how Belgians celebrate, spend, and navigate the festival experience. This was not just about numbers: it was about the culture, habits, and quirks of Belgian festival-goers.
- We distilled the study into a press release packed with concrete figures and memorable observations, making it irresistible to journalists looking for lifestyle and consumer stories.
- Leveraging our extensive network, we targeted both general newsrooms and lifestyle editors, ensuring the story reached audiences across print, online, TV, and radio.
Our results:
The campaign delivered national impact:
- More than 29 articles across 23 media outlets, including coverage in Het Laatste Nieuws, La Dernière Heure, Sudinfo, Le Soir, and RTBF’s newspapers, TV, and radio news.
- Immediate pick-up by major media ensured the story reached audiences across all regions and languages.
- In total, the campaign reached over 7 million people in Belgium, which combined media credibility with a massive reach.
This success shows the power of connecting brand messages to moments that matter, and of using credible data to fuel national conversations.
By aligning relevant insights with a strong media network, we transformed a seasonal survey into headlines nationwide.
At Brum Smith, great stories start with great insights.
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