Following the success of its 2024 cybersecurity campaign, Proximus returns stronger than ever with “Smart online”, a new national activation designed to reinforce trust in the digital world. Rolled out by Urban Media, the creative unit of Bauer Media Outdoor, this out-of-home campaign delivers an immersive and surprising experience in the country’s main train stations before expanding to the iconic More O’Ferrall and Billboard Live formats.

When people meet digital in the stations

For three weeks, the “Smart online” campaign took over Brussels-Central, Antwerp-Central, and Namur, featuring a 4-sided LED Wall L topped with a monumental 2D cut-out, instantly catching the eye of commuters.

The experience reached new heights at the official launch on September 29, with the presence of lifelike dolls and people in costumes displaying messages about cyberthreats. This original and visually striking setup — both human and digital — brought the campaign’s message to life in a tangible and engaging way.

Extending nationwide visibility

After this first phase, the “Smart online” campaign gains new momentum with a large-scale rollout across Belgium on the iconic More O’Ferrall and Billboard Live formats, from October 10 to 26, 2025. These premium displays, enhanced by spectacular 2D cut-outs in Brussels and Antwerp, further amplify the impact of the campaign, embedding Proximus’ message of digital trust firmly in the public’s mind.

Visible until October 26, the campaign is the result of close collaboration between Proximus, WPP, Akqa, Urban Media, and Bauer Media Outdoor.