The Brief
Client: CELSIUS Energy Drink
Agency Partners: The Kite Factory, Talon
Campaign Duration: 2 days
Locations: Waterloo Station & Oxford Street, London
Objective: Drive immediate trial and purchase for the UK launch of CELSIUS “Live Fit Go” Fruit Forward range using mobile OOH and experiential out of home advertising
The Challenge:
In January 2026, CELSIUS launched its new Fruit Forward “Live Fit Go” range in the UK, supported by a major digital advertising and DOOH campaign across Meta, Snapchat, TikTok, Spotify, YouTube, Amazon Prime and large-format screens nationwide.
But there was a gap.
Screens drive awareness. Streets drive action.
CELSIUS needed to intercept consumers during their daily routines, commuting, shopping, moving through the city, and turn awareness into immediate trial of the new Live Fit Go flavours.
The ask was ambitious:
- Capture attention in London’s busiest locations
- Get the product into 10,000 hands in 48 hours
- Create an instant path from sample to sale
- Generate organic social buzz
The Strategy
Ad|MOTO designed a trial-to-purchase activation using Ad-bikes and smart proximity-led digital advertising to go beyond traditional sampling that went beyond traditional sampling.
This was mobile OOH engineered for action.
The activation was built on three strategic pillars.
1. Maximum Visibility with Ad-Bikes
Fully wrapped Ad|MOTO Ad-bikes with eye-level HD digital screens moving dynamically through crowds, unmissable brand presence in London’s highest footfall zones.
Unlike static billboards, this form of bike advertising created moving brand moments across Waterloo, Oxford Street and Westminster, meeting audiences where they were already walking.
2. Immediate Trial
10,000 full-size CELSIUS cans distributed by branded sampling teams working in sync with the mobile ad-bikes. Not a flyer or voucher, the actual product, ice-cold, in hand.
No flyers. No vouchers. Just the product, directly into consumers’ hands in some of the most valuable Zone 1 advertising locations in the UK.
3. Instant Purchase
This is where mobile OOH became performance media.
Using smart proximity targeting, digital creative played within 100 metres of CELSIUS stockists, including Sainsbury’s and Co-op stores across Westminster and central London.
See the ad. Taste the drink. Buy it.
A seamless connection between out of home advertising and retail action.
The Execution
Over two high-intensity mornings, fully wrapped Ad|MOTO Ad-bikes moved through London’s busiest zones, creating an unmissable brand presence.
Thursday – Waterloo Station
Energised morning commuters and lunchtime crowds at the UK’s busiest railway station, professionals, students, and tourists primed for trial at the start of their day.
Friday – Oxford Street
Intercepted 300,000 daily shoppers and workers in Europe’s busiest retail destination
Because this was mobile OOH, the brand appeared at multiple touchpoints throughout consumer journeys, not one static location, but repeated moments of surprise and discovery.
Real-time digital messaging updated by location, aligned with the wider broadcast campaign running across London screens.
The Results
Immediate Impact:
- 10,000 samples distributed in 48 hours directly into consumers hands
- Dominant brand presence at Waterloo Station & Oxford Street
- Proximity targeting drove footfall to nearby retailers
- Organic social engagement across Instagram and TikTok
Why It Mattered:
10,000 first-time users experiencing Live Fit Go means 10,000 potential brand advocates and immediate purchase opportunities within minutes of trial, setting the tone for the product line’s UK presence.
The campaign combined:
- Experiential trial
- High-impact Ad-bike advertising
- Smart proximity-led digital advertising
- Zone 1 and Westminster advertising dominance
- Alignment with a national multi-channel campaign
- Retail-first thinking
Every touchpoint drove one outcome: getting CELSIUS Live Fit Go off the shelf.
