ESN launches into a saturated protein market
An eight week national burst with the Underground at its centre: cross-track at King's Cross, car panels across the line packs and escalator panels alongside.
Sports nutrition · Product launch · 8 weeks
- Brand
- ESN
- Objective
- Product launch
- Location
- King's Cross St Pancras
- Formats
- 16-sheet cross-track, Tube car panels, Escalator panels (static)
- Sector
- Sports nutrition
- Flight
- 8 weeks
The challenge
A new entrant to the UK protein market needed mass reach against established brands, on a budget that could not buy its way in. The category is saturated and heavily discounted, so the campaign had to build recognition quickly rather than compete on price.
The strategy
Out of home carried the launch, weighted to the Underground for cost-efficient frequency against a commuting audience. Sites were chosen for proximity to gyms, fitness retail and competitor stockists, and the flight was timed to January so it landed with New Year fitness intent rather than fighting it.
The execution
Cross-track 16-sheets held the platform wait at King's Cross St Pancras, where the poster is the only thing to read. Car panels ran inside the trains across a full journey, and escalator panels carried the same message on the way in and out. Large format and digital sites outside the network extended the same creative line, which ran under a single 'Made for Athletes' idea throughout.
Results
- Adults reached
- 21 million across the UK
- Delivery against plan
- 110% across all formats
- Web traffic during the flight
- Up 200%
Excite OOH "LU Advertising" case study material, supplied August 2026. Figure as stated by the client and by us; not independently audited.
Excite OOH "LU Advertising" case study material, supplied August 2026. Figure as stated by the client and by us; not independently audited.
Excite OOH "LU Advertising" case study material, supplied August 2026. Figure as stated by the client and by us; not independently audited.
The work
Formats used
- static
16-sheet cross-track
Facing the platform from the opposite wall, read across the track for the whole wait.
From £2,250 per panel, per 2 weeks
- static
Tube car panels
Interior panels above the seat line, read across a full journey by an audience with nowhere else to look.
From £18 per panel, per 2 weeks
- static
Escalator panels (static)
Paper panels running alongside the escalator, telling a story one frame at a time on the way down.
From £300 per panel, per 2 weeks
Stations nearby
Locations close enough to have run as a cluster with this campaign.
How this kind of campaign is planned
Other campaigns
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Cross-track posters at tourist stations paired with car panels inside the trains, bought for coverage rather than concentration.
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Backlit 6-sheets in the Central line passageways, sited where the evening commute home is heaviest.
- NinjaOne — image pendingTechnology · B2B awareness
NinjaOne in carriage on the Circle line
Car panels across a full line pack, read over a thirteen minute average journey.
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