Get More Vits - January London OOH Campaign

Concentrating spend where behaviour actually shifts

The brief was to support a one-day guerrilla activation on 19 January while ensuring Get More Vits remained visible before, during and after the activity.

Rather than spreading budget thinly across London, R4 approached this as a trading and concentration exercise.

The objective was to

• Maximise frequency around two of London's highest-value commuter hubs
• Secure dominant digital formats in close proximity to the activation
• Protect delivery quality while working within a defined budget window

Trading focused on consolidating value into fewer, higher-impact formats, allowing the brand to feel present and deliberate rather than transient.

This ensured every pound worked harder by being repeatedly seen by the same high-value audiences.

Planning around movement, not moments

The campaign was planned around King's Cross and Liverpool Street — two locations defined by constant movement, dwell and interchange.

Planning priorities were clear

• High-frequency exposure along commuter routes
• Close-proximity placements to the guerrilla activation
• Environments where health and routine messaging naturally resonates in January

The plan deliberately combined

• Roadside D6 Adshel Live along key arterial routes
• Underground 12" Sheets inside King's Cross St Pancras
• Digital 48 Sheets in Shoreditch and Stamford Hill to extend presence beyond the immediate station environment

This created a loop of exposure — from street to station, from commute to neighbourhood — embedding Get More Vits into daily London life at a time when healthy habits are front of mind.

Live delivery across London's busiest corridors

The campaign ran from 12–25 January 2026, delivering continuous visibility around the 19 January guerrilla activation.

Roadside D6

Activity ran across prominent Adshel sites in Camden and Islington, including

• King's Cross
• Procter Street
• Hampstead Road
• Tottenham Court Road
• St Giles High Street
• Clerkenwell Road
• Old Street
• Rosebery Avenue
• St John Street

This ensured repeated exposure along major commuter and city-centre movement corridors.

Underground 12" Sheets

Placements were delivered throughout King's Cross St Pancras, positioned in

• Ticket halls
• Interchange corridors
• Escalator approaches
• Piccadilly Line platforms

Capturing audiences at high-dwell, decision-heavy moments of daily travel.

Digital 48 Sheets

Two large-format digital screens ran at

• 55 New North Road, Shoreditch
• Stamford Hill

Both operated at a 1-in-6 ad share, extending reach into high-density urban neighbourhoods that bridge commuting and city living.

All formats delivered exactly as planned, with booked and delivered metrics fully aligned.

High-frequency delivery with real cut-through

The campaign delivered nearly 20 million impressions across three carefully selected formats, embedding Get More Vits into London's New Year routine.

Delivered Results

• Roadside D6: 7,748,000 impacts
• Underground 12": 8,626,000 impacts
• Digital 48": 3,680,000 impacts
• Total delivered impacts: 20,054,000

By focusing activity in the capital's most influential commuter corridors and vibrant neighbourhoods, the brand achieved:

• Strong frequency against high-value audiences
• Consistent presence around the guerrilla activation
• Clear visibility during a key seasonal health moment

This campaign demonstrates how disciplined trading, focused planning and precise activation can deliver meaningful brand presence — without unnecessary scale or waste.

This is Trade. Plan. Activate. applied to real-world behaviour.