Out-of-Home Case Study
Bugaboo
Building Premium Visibility Across London’s Parenting Hotspots.
To support Bugaboo’s UK activity, One Day Agency planned and delivered a multi-format out-of-home campaign across Greater London. The campaign was designed to place Bugaboo in front of its core audience by focusing on key London areas and nearby maternity wards, hospitals and high-footfall family environments.
Using a mix of static and digital OOH placements, the campaign built a high-frequency brand presence across some of London’s most relevant healthcare, commuter and premium lifestyle locations. Key areas included Westminster, Kensington, Chelsea, Marylebone, St John’s Wood, London West End, Battersea and Bayswater.
Skills:
Out-of-Home Advertising, Digital Out-of-Home, Static OOH, Roadside Media, Street Hubs, Healthcare Proximity Planning, Audience Planning, Brand Awareness, Campaign Measurement
A Location Strategy Built Around New Parents and Families
The campaign was planned around Bugaboo’s core audience, focusing on affluent London areas, maternity wards, hospitals and high-footfall urban locations.
One Day Agency selected locations with both audience relevance and strong weekly footfall. These included St John’s Wood, Bayswater, Chelsea, Kensington, Westminster, Marylebone, London City and the West End. The West End alone had an estimated weekly footfall of 1.2 million to 2.5 million, while Westminster delivered estimated weekly footfall of 600,000 to over 1 million.
This allowed Bugaboo to combine contextual proximity to healthcare and parenting environments with broader London visibility across busy commuter, retail and lifestyle routes.
A Multi-Format OOH Campaign Across Greater London
The campaign used a combination of outdoor and digital formats to balance impact, reach and frequency.
Formats included roadside digital 48-sheets, roadside digital 6-sheets, street hubs, static 6-sheets, Westminster Bridge 48-sheets and Westminster Bridge 96-sheet placements. Across the campaign, One Day Agency delivered both digital plays and static impacts, helping Bugaboo maintain visibility across different journey types and audience moments.
The campaign included 53 static 6-sheet panels, 30 roadside digital 6-sheet panels, 6 street hubs, 2 roadside digital 48-sheets and a Westminster Bridge takeover using 2 x 48-sheets and 1 x 96-sheet.
Westminster Bridge Takeover
A key campaign highlight was the Westminster Bridge takeover, one of London’s most iconic and high-impact OOH locations. The takeover used 2 x 48-sheets and 1 x 96-sheet to create a dominant brand presence near landmarks including Big Ben and the London Eye.
The location offered strong visibility to both pedestrian and vehicle traffic, reaching a mix of international tourists, affluent professionals and London commuters. The Westminster Bridge takeover delivered an estimated 1.75 million impressions across the combined formats.
This gave Bugaboo a premium showcase moment within a landmark London environment, supporting wider campaign visibility across the capital.
Results and Brand Interest
The campaign delivered an estimated 15.65 million impressions across outdoor and digital OOH formats, creating strong visibility across Greater London.
Digital formats also overdelivered against expected plays. Roadside D48s delivered 339,177 plays against an expected 195,378, roadside D6s delivered 2,786,569 plays against an expected 2,700,668, and street hubs delivered 179,234 plays against an expected 151,200.
Campaign insights showed that brand interest for “Bugaboo” increased during the campaign period. The report notes that while this was partly seasonal, 2025 started from a lower point than previous years but achieved around 10% higher brand interest year on year. A five-year view also showed that the season peaked at a new all-time high.
Results and Learnings
The campaign successfully positioned Bugaboo across high-value London environments, combining contextual healthcare proximity with broader reach in premium urban areas.
By using both static and digital OOH, One Day Agency created a campaign that delivered landmark impact, local relevance and repeated exposure. The Westminster Bridge takeover created a premium brand moment, while 6-sheets, digital roadside screens and street hubs extended coverage across family, healthcare and commuter locations.
The key learning was that for premium parenting brands, location relevance matters as much as scale. By focusing on maternity, healthcare and affluent London areas, the campaign reached audiences in environments closely aligned with Bugaboo’s product consideration journey, while also contributing to increased brand interest during a key seasonal window.
