The challenge

The challenge was to  create a high-impact OOH campaign that would drive brand awareness and engagement during the holiday season for Converse and their new partnership. The goal was to connect with fashion-forward, trend-setting consumers (18-34 YO) in the UK by leveraging cultural relevance and high-visibility placements.

The challenge was to ensure Converse stood out in a competitive retail season while aligning with a music and fashion icon, Charli XCX, as she performed in venues across the UK.

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The solution

We crafted a strategic and immersive OOH campaign that placed Converse at the center of key cultural and retail moments:

• Targeted event integration: We leveraged on Charli XCX’s UK tour, executing a station domination at North Greenwich, the only station serving the O2 Arena. This ensured 100% visibility to all concertgoers and allowed Converse to capitalize on fan excitement,
• Citywide brand takeover: Converse took over high-impact commercial and cultural locations, including Now Vista in the city center and key trend-setting areas like Shoreditch and Peckham.
• Dynamic OOH execution: To create a more engaging brand experience, we deployed lenticular CLPs across select London Underground stations near retail locations. These posters alternated between two Charli XCX images as commuters passed by, capturing attention and reinforcing Converse’s holiday campaign.

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The results

Our OOH strategy delivered outstanding results:

• Over 18.7 million impressions, driving strong brand visibility across the UK.
• High engagement, with the North Greenwich takeover sparking organic social shares.
• Strategic presence in trend-setting locations, ensuring Converse stayed top-of-mind with its target audience.

By leveraging OOH and DOOH innovation, we successfully positioned Converse at the intersection of fashion, music, and culture, making Holiday Style with Charli XCX a standout campaign of the season.

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