The challenge

• Build hype and noise across the fashion, skate, and counter-culture communities for the highly anticipated CK x Palace collaboration across London.

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The solution

• We deployed a unique OOH strategy across new formats for CK that would reach the CK and Palace audiences in London, and drive excitement among consumers for the CK x Palace drop.
• A teaser campaign was deployed across wild postings and buses, showing just the logo, Upon the product release,  all inventory was switched from the teaser imagery to the final campaign assets.
• The creative swap happened overnight ahead of the launch, with the fastest copy change to date for any campaign across London buses.

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The results

• The collaboration, and campaign, were a huge success with products selling out almost immediately, and lines around the block on launch day at the Palace store in London. The campaign was picked up in the trades and highly visible across socials with the creative appearing in the “Best OOH Creative” publication shared amongst the OOH industry globally.

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"Together with billups we strategized an OOH campaign that authentically connected with our target audience and celebrated the heritage of both brands. By blending guerilla-like and iconic formats, and utilizing tease and reveal creatives, we helped drive brand heat for the collab that ultimately sold out in store the day of the launch.”

Kristi Oppenheim

Marketing & Advertising | Calvin Klein

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