During Wimbledon Finals Week 2025, Stella Artois partnered with Ad|MOTO to execute a precision-targeted mobile digital out-of-home campaign across Southwest London. The objective was clear: deliver the Perfect Serve campaign message to premium tennis audiences throughout their complete tournament journey, from arrival to departure.
As thousands of tennis enthusiasts traveled to the All England Tennis Club, Stella Artois ensured their brand presence was unmissable at every critical touchpoint.
Strategic Opportunity Assessment
Major sporting events attract affluent, highly engaged audiences, but accessing these consumers effectively presents significant challenges. Traditional advertising near premium venues commands substantial premiums, while fixed placements limit coverage to static locations.
For Stella Artois, this represented an opportunity to establish brand presence throughout the complete fan journey, creating multiple touchpoints that extended far beyond traditional fixed-location advertising.
Ad|MOTO deployed fifteen branded electric scooters equipped with ultra-bright HD screens across three strategically selected stations: Southfields (the primary route to the All England Tennis Club), Wimbledon Main Overground, and Wimbledon Park. The campaign ran across four high-impact days; July 3rd, 11th, 12th, and 13th, during the semi-finals and finals weekend.
Why Ad|MOTO’s Mobile DOOH Platform Delivered Results
Traditional fixed-location advertising near major venues presents inherent limitations: premium pricing, single touchpoint exposure, and inability to adjust to real-time audience movement. Ad|MOTO’s mobile digital platform addressed these challenges through strategic flexibility and precision targeting.
Journey Integration: Ad|MOTO’s mobility enabled brand presence throughout the complete spectator journey rather than isolated location exposure. The Perfect Serve campaign accompanied audiences from initial station arrival through venue approach and post-match departure, creating multiple reinforcing touchpoints.
Format Synergy: The combination of Park & Play and Route Flock solutions maximized campaign efficiency. Park & Play established a dominant presence at high-traffic decision points where audiences naturally paused and engaged with surroundings. Route Flock maintained visibility along transit routes, ensuring consistent brand exposure between key locations.
Operational Precision: Ad|MOTO’s GPS tracking and real-time fleet management enabled responsive deployment. Scooters concentrated at locations with highest spectator density during peak hours, maximising impression efficiency and minimising wasted visibility during low-traffic periods. GPS tracking technology provided granular post-campaign analytics.
Measurement and Accountability: Unlike traditional OOH formats that rely on estimated impressions, Ad|MOTO’s technology stack provided verified play data, geographic distribution analytics, and time-based delivery confirmation. This transparency enabled clear ROI assessment and informed optimisation for future campaigns.
Campaign Performance
The Wimbledon activation delivered substantial concentrated reach across Southwest London’s primary transport corridors. Ad|MOTO’s integrated High Street Media solution extended campaign visibility throughout Central London over a two-week period, generating:
- 3,156 hours of continuous brand presence
- 1.3 million total plays across the Ad|MOTO network
- 6.7 million impressions in premium London postcodes
- 74% of impressions concentrated in W1, WC1, WC2, and SW1—Central London’s highest-value commercial districts
- 53% of plays delivered within these affluent postcodes
Key Learnings and Future Enhancements
Every great campaign teaches us something new. While the July activation delivered strong results, we’ve identified creative opportunities to elevate future executions; from themed vehicle customization (imagine bikes wrapped in AstroTurf creating Centre Court-inspired mobile displays) to interactive brand experiences like product sampling and demonstrations at each stop.
By incorporating gamified elements such as branded giveaways with QR codes that unlock exclusive content or competitions, we can transform passive distribution into active engagement. These enhancements represent the evolution from visibility to genuine interaction, and we’re excited to implement boundary-pushing creative elements in the remaining three activations.
Interested in event proximity marketing for your brand? Contact Ad|MOTO to discuss how our mobile DOOH platform can amplify your next campaign with precision targeting, flexible deployment, and transparent measurement.
