Out-of-Home Case Study
Commerce
Launching Commerce Across Europe Through High-Impact ATL.
Commerce, formerly BigCommerce, is a global SaaS e-commerce platform that enables businesses to build, manage and scale online stores. In 2025, BigCommerce rebranded to Commerce, bringing BigCommerce, Feedonomics and Makeswift under one parent brand.
One Day Agency was appointed to support the brand across EMEA, helping Commerce build visibility in a highly competitive category dominated by platforms such as Shopify, Adobe Commerce and Salesforce Commerce Cloud. The challenge was not only to announce the new brand clearly, but to do so in environments where senior eCommerce decision-makers, partners and priority accounts were already present and engaged.
The campaign ran across key European markets including the UK, Spain, Italy and the Netherlands, with activity focused around major industry moments, most notably eCommerce Expo at ExCeL London.
Skills:
Out-of-Home Advertising, Digital Out-of-Home, Transit Media, Taxi Advertising, London Underground, Rail Media, Audio Advertising, Podcast Sponsorships, Multi-Market Media Planning, B2B Marketing, SaaS Marketing, Event-Led Media Strategy
Owning the Moments That Matter
Commerce’s audience is highly concentrated around major eCommerce events, making event-led media a more effective route than relying only on always-on awareness activity.
One Day Agency built the strategy around high-value industry moments across cities including London, Madrid, Milan and Amsterdam. The plan prioritised media in the places Commerce’s audience would commute, travel, gather and consume content, ensuring the brand was present before, during and after key events.
This included premium OOH and transit inventory close to event venues, transport hubs and delegate routes, supported by audio and podcast placements to extend the message into longer-attention environments.
A Multi-Channel European Rollout
To launch the Commerce rebrand, One Day Agency planned and delivered a multi-market ATL rollout across several channels.
The campaign used high-impact OOH, digital OOH, London Underground formats, rail media, taxi advertising, transit media, audio and podcast sponsorships. In London, activity included Custom House station domination, taxi supersides, Leicester Square digital screen, London Underground tube car panels, cross-track 16 sheets, digital ribbons and Motion@theCity rail screens. In Madrid, the campaign used digital screens, cinema screens and macro screens across high-footfall metro environments. In Milan, the campaign ran across metro screen formats, while Amsterdam activity included digital city network placements.
This combination allowed Commerce to create a consistent European presence while adapting formats to the strongest environments in each market.
Custom House Domination at eCommerce Expo
A key part of the campaign was the Custom House station domination, timed around eCommerce Expo at ExCeL London. This ensured Commerce was visible to delegates arriving at one of the most important eCommerce events of the year.
The domination included XL cross-track hoarding, double-sided glass wall panels, ticket gates and digital 6-sheets. The booked activity ran across 24 and 25 September, but secured 14 additional days of overshow, significantly extending visibility beyond the original event window.
The Custom House activation delivered an estimated 1.18 million impacts and placed Commerce in front of attendees at the most relevant point of their journey into the event.
Balancing Launch Impact With Sustained Visibility
The campaign was designed to announce the rebrand with immediate impact, while also building repeated exposure over time.
Premium landmark and transport formats delivered scale and credibility at launch, while taxis, Underground, rail, digital screens, audio and podcasts created wider reinforcement across the campaign period. The activity ran across Q3 and Q4 2025, with the wider brand launch campaign delivering an estimated 204.7 million OOH impressions across London, Madrid, Milan and Amsterdam.
Taxi activity also created additional sustained visibility in London. The campaign used branded taxi supersides, delivering 55,560 taxi journeys and 180 million impressions, supported by overshow across six taxis. Earlier Big Summit activity also used three fully wrapped taxis and lamppost banners around Tottenham Stadium, combining practical event transport with branded visibility for priority attendees.
Results and Brand Impact
The campaign helped Commerce announce its new brand across Europe with scale, consistency and strong contextual relevance. Rather than treating the rebrand as a generic awareness push, One Day Agency built the media plan around the moments and locations where the audience was most valuable.
Across the activity, Commerce appeared across high-impact OOH, transit, rail, Underground, taxi, audio and podcast channels, creating both immediate launch visibility and sustained reinforcement. The Custom House domination ensured the brand was unavoidable during eCommerce Expo, while multi-market placements in Madrid, Milan and Amsterdam extended the launch across key European territories.
The key learning was that for B2B SaaS brands, especially in competitive and sponsor-heavy categories, proximity and timing are as important as media scale. By owning the physical and media environments around major industry moments, Commerce was able to build visibility, credibility and brand familiarity with the audiences most likely to influence future demand.
