Your Brand, Their Moment. How Open Media brought campaigns to life this Summer.

 

 

It has been an incredible summer for the UK, Oasis were gracing stages for one of the most anticipated reunions in history, the Lionesses once again were relishing in glory and sports & music fans enjoyed countless events throughout the summer months. As autumn is well and truly appearing, we are reflecting on an incredible few months. 

 

Now the leaves are falling, the kids are back at school and ‘big coats’ are out (almost!), we wanted to take a look back at one of the most unforgettable summers for ourselves and clients, with record-breaking campaigns which turned cultural moments into brand milestones which made a massive impact!

 

 

Where else to start than with the most talked about reunion perhaps ever…Oasis! Summer 2025 will forever be known as the summer when the Gallagher brothers finally came together and gave the people what they wanted, an Oasis reunion tour. The brand graced the stage at Wembley for a massive 7 sold out shows, totalling an estimated 630,000 ticket holders across the concerts. 

 

 

Open were proud to carry multiple contextual campaigns which were clever, impactful and got audiences excited as they made their way to the venue. Our AdMobilize cameras on our BOXPARK Wembley site captured some fantastic audience figures, with a staggering 3,243,990 impressions recorded across the various dates, showing the true impact of clever OOH.

 

 

 

We particularly loved the star-studded Adidas campaign which included both DOOH and a banner take over of our BOXPARK Wembley site, creating an OOH campaign which definitely could not be missed! We were delighted to help the iconic brand play a part in the event, and  with the help of some famous names including Samuel L Jackson, Missy Elliot, Jude Bellingham and Olivia Dean, Adidas continued to cement themselves as one of the biggest brands worldwide, synonymous with one of the biggest bands in the world.

 

 

 

 

 

It wasn’t just Noel and Liam putting on a show this summer. In fact, Wembley Stadium welcomed a plethora of world-class acts including Lana Del Rey, Dua Lipa and BLACKPINK, and our BOXPARK Wembley site was right at the heart of the action, allowing brands to get in front of a receptive audience of thousands of fans each night, with our AdMobilize camera picking up impressive audience figures each night, with a high of 462,140 impressions!  

 

 

Coldplay also touched down at Wembley Stadium for a record breaking 10-show run this summer, playing a set full of their greatest hits from their 25 year career. With brands such as Hotels.com and Disney taking full advantage of the band’s return to the stage, our BOXPARK Wembley site allowed them to shine at the right place and at the right time, in front of the throngs of thousands of fans.

 

 

 

 

Whilst the music madness was happening over the summer, a summer of sport was also taking place simultaneously, and our Open Connect network was swept up in Euro Fever! And as the Lionesses made history by retaining their title on penalties against Spain, we were proud to work with brands such as ITV, Pepsi and Specsavers with both pre and post match campaigns which sought to both build excitement and unite the public in supporting the team. 

 

Since their initial Euro 2022 victory, women’s football has witnessed remarkable growth, with a 56% increase in playing numbers and a 41% rise in WSL match attendance. These kinds of rapid, culturally significant trends and moments, where public interest is demonstrably surging, are exactly why OOH is one of the most effective media channels, and our Open Connect network gives brands the chance to target key audiences up and down the country. 

 

 

Aside from football, we also enjoyed some unforgettable boxing matches over the summer including; Oleksandr Usyk v Daniel Dubois and Canelo Alverez v Terence Crawford, with both matches providing some fantastic campaigns. 

 

 

Over on our BOXPARK Wembley site we proudly worked with Stone Island, who Usyk is proudly the face of, for their campaign. The site guaranteed maximum visibility for the brand, with an impressive 40,000 impressions recorded during this monumental event. 

 

 

Later in the year we saw Netflix fully take over our BOXPARK Liverpool location with both a DOOH campaign and two impressive banners, looking to build excitement for the record-breaking match from Alverez v Crawford. This was an excellent example of a strategically crafted campaign connecting with its target audience through our perfectly placed sites, as it also aligned with the World Boxing Championships which were held in Liverpool the same week.

 

 

As summer fades and  autumn sets in, we move our sights toward the final period of the year; the winter months, encompassing the Golden Quarter and the festive campaign season. This period, characterised by heightened consumer spending and the public spending a lot of time out of home is one of the busiest and exciting times in the advertising calendar, and rightly so. 

 

During Q4 brands have the opportunity to tap into the cultural pulse with our Open Connect network. By capturing attention right in the heart of consumers’ daily lives, in key cities up and down the country, Open Connect provides the chance to amplify messages that are not just seen, but resonate, in the right place and at the right time. 

 

For more information please contact your Open Media sales rep.