Founded in 2015, CXIX has quickly established itself as a leading brand in fashion for movement artists, particularly among pole dancers, aerialists, and individuals with a bold and expressive style. Looking to expand its presence in the UK market, CXIX approached Priority Outdoor to create an awareness campaign focused on their upcoming summer collection. The primary objective was to increase brand recognition across key UK locations, specifically focusing on London, and to explore outdoor advertising formats that would effectively break into this competitive market.
Priority Outdoor designed a comprehensive multi-format Out of Home (OOH) campaign, strategically deploying ads across high-traffic locations on the London Underground. The campaign utilized D12 billboards and Cross Track 48 sheets, targeting prominent stations that connect key retail and commuter areas. By positioning CXIX’s bold and distinctive visuals in dwell-time heavy environments, such as platforms and high-footfall stations, the campaign successfully engaged style-conscious women and fashion-forward individuals on their daily commutes.
This approach capitalized on the captive audience within the Underground, where average dwell times can range from 2 to 13 minutes, offering an ideal window for impactful brand engagement. Additionally, OOH advertising offers a unique advantage over digital formats, as it cannot be skipped or ignored, ensuring sustained visibility. By aligning with CXIX’s brand values and positioning, the campaign effectively boosted brand awareness and complemented ongoing digital marketing efforts, helping to create a cohesive multi-channel strategy that resonated with their target demographic.
