Integrated OOH Case Study
Feather Down Farms
Integrated OOH & Creative Campaign | UK Nationwide & VOD
Feather Down, known for its premium glamping experiences across the UK, partnered with One Day Agency for two back-to-back campaigns aimed at driving brand awareness among ABC1 family audiences. Our integrated strategy spanned nationwide Out-of-Home media and digital channels, with a strong focus on high-recall placements and creative storytelling.
By combining the reach of traditional formats with the targeting power of Sky Video On Demand, the campaigns achieved standout visibility both on the streets and in living rooms.
Skills:
Out-of-Home Campaign, VOD Advertising, Media Planning and Buying, Audience Research and Insights, Graphic Design
Strategic Approach
The objective was clear: capture the attention of affluent families considering staycations and nature getaways. To deliver this, we:
Activated roadside OOH formats near high-index family areas and school zones.
Deployed Bus Rears across commuter-heavy towns for extended dwell time.
Delivered Sky VOD placements during primetime programming across the Southeast.
Developed cohesive creatives that brought Feather Down’s story to life across static and digital formats.
Creative Execution
We developed a suite of adaptable creatives that communicated Feather Down’s USP — nature-rich holidays with comfort and charm — using vibrant visuals and inviting copy across formats. Consistency in brand storytelling was key, whether on a 96 Sheet or a Sky TV screen.
All creative assets were tailored for format-specific environments while staying consistent with the core brand message: "A unique off-grid farm stay."
Static 6s: Targeted near primary schools in affluent areas, these eye-level panels captured parents during routine school runs — high-frequency exposure at a critical planning moment.
Bus Rears: Running in towns like Guildford, Oxford, and Slough, these moving ads reached both drivers and pedestrians, delivering repeat exposure across residential and commuter routes.
Digital 6s: Placed in Waitrose and Tesco stores with strong ABC1 profiles, these dynamic screens reached families mid-shop — ideal for inspiring future trip planning in high-dwell, high-spend environments.
96 Sheet - Dudley Zoo: A premium large-format site placed to coincide with the May Bank Holiday. Perfectly timed and located to catch families heading for a day out — maximising dwell time and visibility.
Sky VOD: Precision-targeted to ABC1 families in London and the East, with ads shown in primetime shows like The Rookie. 91% of views happened on Smart TVs — delivering cinematic impact at home when families are most receptive.
12.2+ million
Impressions Delivered
£2.74
£19.59
OOH CPM
Sky VOD CPM
96,145
2.6x
Sky Household Reach
Average Frequency (Sky)
91% total
maximising immersion and recall
Big Screen Views (Sky)
Campaign Impact
The success of the Feather Down campaign lay in its precision: the right message, shown in the right context, across both the physical and digital world. By balancing reach with relevance and layering formats to capture attention across different life moments — school runs, grocery trips, bank holiday outings, and evening TV — we built a media ecosystem that drove real brand momentum.
Explore More
See how we brought the campaign to life in the real world through emotive creatives:
