Campaign Overview
Supporting Live Run Culture at Street Level
As part of Nike’s RunTown campaign in central London, two Digital Billboard Advertising Bikes delivered high impact mobile billboard advertising around Oxford Circus. The activation followed organised run routes, integrating digital OOH directly into live brand experiences. Positioned in one of London’s highest footfall retail districts, the campaign ensured consistent street level visibility throughout the day.
Project Goals
- Support the RunTown popup experience with live, moving media.
- Follow the main runner routes to create photo and video moments.
- Capture high footfall around Oxford Circus without disrupting pavements or running routes.
Activation Routes & Strategies
Retail Focused Circulation with Live Coordination
Compact loops designed to stay in front of people on foot:
- 2 × Digital Billboard Bikes with Nike RunTown Messaging.
- Approx. 6 hours on the street across afternoon and early evening.
- Real time coordination with Nike team to support key moments.
- Circulated Oxford Circus, Regent Street and surrounding streets between run waves.
- GPS logged routes and timings for reporting.
Activation Timeline
ESTIMATED UNIQUE REACH
Projected Audience Exposure
Using conservative assumptions on Oxford Circus footfall and bike visibility:
30,000 – 60,000 people
Estimated impressions (1 day, 2 bikes)
15,000 – 35,000 people
Estimated unique reach
Outcome
Brand Visibility in Motion
The mobile activation achieved strong digital OOH exposure in a prime retail environment, reaching both runners and shoppers at scale. The campaign generated authentic shareable content while maintaining seamless route coordination. Nike secured high frequency brand visibility through dynamic, city centre mobile advertising.