bunq x HYROX event
About
bunq is a European neobank built for people who want more from their money. As an official sponsor of HYROX, a global fitness racing event combining running and functional workouts, bunq partnered with one of the fastest-growing sports communities in the world.
Project Briefing
bunq partnered with HYROX to launch a co-branded card and activate it at HYROX Amsterdam. The goal was to make the bunq x HYROX card a no-brainer for HYROX enthusiasts while building lasting relationships with the wider HYROX community. The activation spanned the full event journey: pre-raceday awareness through direct mail and paid social, on-site experience through the Lane of the Free fast lane, and post-raceday content to sustain engagement and drive sign-ups.
The Design
The campaign concept centered on a single, tangible benefit: priority. The hero activation was the Lane of the Free, a dedicated fast-lane entrance for bunq x HYROX cardholders, complete with bunq branding and rainbow floor graphics.
Supporting touchpoints included merch stand signage highlighting a 10% cashback benefit, and an empowering signs booth where supporters could write personal messages, with the bunq x HYROX card featured on the back.
Key Achievements
The campaign delivered a cohesive, benefit-led narrative across the full event journey. By spotlighting a single, instantly understood advantage, priority access, every touchpoint reinforced the same message. The activation gave both existing HYROX athletes and new audiences a clear, compelling reason to get the card. Post-event proof content translated real usage data into social assets, closing the loop and extending the campaign's reach beyond race day.
Credits Made with House of Sports for bunq x HYROX
Role Creative
Photography event © bunq / House of Sports.
2026
Event Branding
