The assets were showcased across multi-national advertising platforms, social media channels and online. The aim of the campaign was to develop eye-catching, lively and energetic artwork that captured the key audience’s attention, providing a snapshot of the festival overview to help create awareness, intrigue and a curiosity to find out more.

The 20th anniversary programme was backed by a live digital campaign with activity across Meta including awareness, traffic and conversion phases and event boost.

The awareness campaign had an impact reach of over 821,000K with a low Cost Per Thousand (CPM). The London Insiders audience (the key new audience MoL wanted to reach with this content and artwork) was the key performer in this campaign, seeing a 103% uplift in clicks and 40% uplift in Click Through Rate (CTR).

Another key performing asset for the campaign was a TimeOut website takeover (roadblock activation) – designing a skin and banners which roamed the website and targeted 'things to do', 'culture vulture' and 'ticket intender' audiences, specifically promoting the street party. The takeover reached 131,596 impressions, 103 clicks and the best performing creative was the skin with a CTR of 0.72% (above the 0.4% benchmark).