Last Saturday, we delivered the first of two digital out-of-home campaigns for Premiership Rugby at Twickenham for the England v Wales Six Nations fixture. This innovative mobile OOH campaign centered on strategic proximity, demonstrating how precise positioning can significantly enhance audience engagement.
The Objective
Premiership Rugby commissioned us with a clear objective for this out of home advertising initiative: encourage England fans attending the Six Nations match to also follow and support teams within the Gallagher Premiership. These supporters are already highly engaged with rugby at the international level. The challenge was to leverage this match day engagement through mobile OOH and drive increased awareness and interest in domestic club rugby.
To achieve this effectively with our motorbike advertising solution, proximity alone was insufficient. We needed to position our digital out of home assets exactly where the fans were, integrated seamlessly within their match day journey from pre-match gatherings to stadium entry.
The Strategic Approach
Match days follow a predictable rhythm, and understanding this pattern was fundamental to our mobile OOH deployment strategy. From midday onwards, we established a presence around the high-density bars and pubs near Twickenham Station with our ad-bike fleet, where thousands of supporters were congregating and building a pre-match atmosphere.
We deployed five motorbike advertising units in a coordinated formation, moving fluidly between key hotspots and adapting to areas of highest footfall and engagement. As kick-off approached and supporters began their natural migration towards the stadium, our mobile OOH fleet repositioned accordingly, maintaining visibility and relevance throughout the journey.
Approximately three hours before kick-off, all ten ad-bikes repositioned to prime locations directly outside entrance gates and around the stadium perimeter. This digital out of home strategy represented precision placement rather than area saturation, ensuring consistent exposure across all entry points through our motorbike advertising network.
A perfect example of tactical mobile OOH positioning, showing up at the right place, at the right time, to deliver contextually relevant out of home advertising messaging to the right audience.
Campaign Performance
This strategic proximity through digital out of home delivered sustained, organic interaction throughout the day. Supporters actively engaged with the ad-bikes, pausing to photograph the creative, interact with brand ambassadors, and spend meaningful time with the advertising messaging. The motorbike advertising units became an integrated element of the match day experience.
Campaign metrics:
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- 38,719 plays
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- 864,428 impressions
These figures represent genuine engagement rather than passive exposure. When digital out of home is positioned precisely where audiences are actively participating in an experience, mobile OOH becomes something they choose to engage with organically.
Key Learnings
This motorbike advertising campaign demonstrates how strategic proximity and adaptive deployment can transform match day events into high-impact out of home advertising opportunities. Physical presence alone is insufficient in mobile OOH, success requires understanding audience flow patterns, anticipating movement, and positioning ad-bike assets at critical engagement intersections.
When digital out-of-home deployment is executed with precision, audience engagement occurs naturally and authentically, creating memorable brand interactions that extend beyond passive media consumption.
