Integrated OOH Case Study
YouFibre
Hyperlocal OOH at National Scale for the UK’s Fastest-Growing Internet Brand
As YouFibre prepared to reintroduce itself under its new brand name "You," the company needed more than just awareness—it required a bold, hyperlocal presence across 25 UK towns and cities. The challenge? Execute a high-impact, postcode-level campaign that would drive unprecedented sign-up momentum and brand visibility—all within three months.
That’s where we came in.
Skills:
Strategic media planning • Media buying • Data-driven targeting • OOH Advertising • Brand building through OOH • Integrated multi-format execution
Objective
Announce the YouFibre to You rebrand
Support new service launches across 25 geographies
Build hyperlocal awareness to convert impressions into sign-ups
Execute a highly complex media plan spanning multiple media owners and formats
Strategic Approach
This wasn’t a traditional media buy. With over 1,600+ billboards planned across seven different media owners, we built a precision-targeted campaign using a combination of first-party data, third-party insights, and our proprietary planning platform.
Each area required bespoke planning. No two towns were the same—so neither were their media mixes. From digital 6-sheets and 96-sheets to elevator wraps and supermarket screens, we selected the most effective inventory within immediate proximity to the newly connected households.
Adding to the complexity, we rotated three distinct creative messages per town, maximising local relevance and frequency. All messaging and placements were adapted and managed dynamically over the 3-month campaign window.
Intelligent Media Buying at Scale
Our proprietary software gave us full access to the UK-wide inventory landscape—from national formats to smaller, regional vendors. This allowed us to:
Pinpoint ideal locations within tight geographic constraints
Blend national buying power with hyperlocal precision
Coordinate multiple formats and vendors seamlessly
240 million+
Total Impressions
£2.50
1,600+
Average CPM
Sites Activated Across the UK
Campaign Impact
The campaign delivered over 240 million total impressions across more than 1,600 sites nationwide, with an average CPM of £2.50. It achieved the fastest sign-up momentum in the brand’s history and led to its highest-ever peak in brand awareness, firmly establishing "You" in the market within weeks of launch.
This campaign demonstrates our unique strength in executing high-complexity, data-driven OOH campaigns that go beyond awareness. We specialise in transforming regional rollouts into national impact stories—helping ambitious brands like You scale with intelligence, speed, and precision.
