1. Trade
Access, Scale & Value Creation
When Marshall Arts briefed R4 on the London leg of the Got Back tour, the requirement was immediate and uncompromising:
cut through London at scale and drive sell-out demand for one of the most anticipated live shows of the year.
R4 approached the campaign as a trading and access challenge first.
Key trade decisions included
- Securing premium, high-impact out-of-home inventory in Central London
- Negotiating access to Outernet London, one of Europe's most advanced digital OOH environments
- Coordinating activation specialists, production crews and aerial capture within a live city environment
- Structuring delivery to maximise visibility during peak footfall and cultural moments
Trade focused on dominance, not dispersion — concentrating value into fewer, unmistakable placements that would command attention.
2. Plan
Attention, Occasion & Cultural Weight
This was not a brand awareness exercise.
It was a moment.
Planning centred on three core truths
- Paul McCartney transcends generations
- London audiences respond to scale and spectacle
- Ticket demand is driven by cultural relevance, not frequency
The plan prioritised
- Central London footfall with international reach
- Environments where people stop, look and share
- Formats capable of carrying emotional and cultural weight
- Creative designed to perform live, socially and digitally
Media and creative planning were developed together to ensure the activation worked both in situ and as content extended across digital platforms.
3. Activate
Live Execution & Content Amplification
R4 delivered a full-scale, high-impact activation outside Tottenham Court Road station.
Activation included
- A bold digital takeover of Outernet London
- Custom creative built specifically for the space
- Live capture using cameras and drones
- On-site coordination of production, safety and delivery
- Creation of photography and video assets for digital extension
This was a live environment, delivered under pressure, in one of the busiest locations in Europe — executed without compromise.
The activation didn't just run.
It stopped people.
4. Result
2.2M impacts delivered with a full sell-out at The O2. The campaign demonstrated how R4 Advertising delivers impact where it matters most for big names demanding big results.
“Working with R4 has been nothing less than game-changing for us. R4 bring new, exciting and unexpected ideas and they deliver on them. Not only have R4 provided us with access to more OOH media owners and activation specialists than previous media buyers, their suggestions have added to the quality of our campaigns. In addition to media buying, their creative team has delivered beautiful content, as well as capturing incredible photographs and video of the campaigns, which have allowed us to extend the reach of our campaign across digital platforms. Not only are R4 an absolute pleasure to work with, but they have always made themselves available to answer any questions or solve any problems.” - Ben Martin: Head of Marketing, Marshall Arts