Hoodrich Central London Pop-Up Guerrilla Campaign

Hoodrich launched a central London pop-up with a campaign built to dominate its surroundings. The focus was simple: fill the store by owning every touchpoint nearby. Guerrilla formats, mobile ad vans and digital screens in the Underground worked together to create a physical guide to the event. The result was a pop-up that felt like a destination, attracting constant crowds and turning a short-term space into one of the summer’s most talked about activations.

Formats Used
Guerrilla OOH, mobile ad vans, DOOH, underground placements

“This campaign was fantastic. Thank you! Underground and AdVan placements where our favourite ever activation” - Chloe Anderson, Hoodrich

Challenge
The challenge for Hoodrich was visibility in one of the busiest parts of London. A national campaign wasn’t the answer; what mattered was precision. The aim was to reach people in the immediate area, guide them step by step to the store, and create the sense of an event that couldn’t be ignored. The campaign had to speak to a young, urban audience who respond to real-world experiences and exclusivity, making the pop-up feel authentic and worth the trip.

Approach
The strategy was built around proximity. Every placement was chosen to be within sight or reach of the store, so the campaign worked as a live signpost. Guerrilla formats set the tone at street level, sparking attention and creating a buzz on the approach routes. Mobile ad vans moved through the area, keeping Hoodrich visible from multiple angles and giving the impression of scale and momentum. Underground DOOH screens reached commuters and visitors as they exited the station closest to the store, acting as the final touchpoint before arrival.

This mix created a continuous journey, with each format reinforcing the next. It wasn’t about blanket coverage but about ensuring that if you were in the area, you couldn’t miss Hoodrich. The balance of non-traditional street media with digital placements made the campaign feel energetic and relevant to the brand’s audience, turning the space around the store into its own media ecosystem.

Results
The campaign delivered constant footfall to the pop-up throughout its run. Crowds gathered every day, and the combination of street formats, vans, and DOOH ensured the brand was unmissable in the immediate area. Strategic media buying added to the impact, with overshow delivering 27.8 percent extra value at no additional cost. The activation created both commercial success and cultural presence, with visitors sharing their experience across social platforms, extending the reach far beyond the physical footprint.

Impact
Hoodrich’s pop-up proved how close-proximity OOH can deliver more than awareness. By taking ownership of the streets around the location, the campaign built a sense of place and energy that felt true to the brand. The pop-up became both a retail space and a cultural moment, showing that when media and location work hand in hand, a temporary store can punch far above its weight.