In one of London’s busiest transport hubs, we transformed the everyday commute into an extraordinary musical spectacle. For the launch of the new ROLI Piano, our team executed a dynamic brand activation at King’s Cross Station – turning the iconic concourse into a stage for innovation, performance and human connection.

This activation wasn’t just about visibility; it was about experience, surprise and engagement. Crowds passing through the station were treated to a moment that blended technology, artistry, learning and the joy of live music in the heart of the city’s rhythm.

A Bespoke Build: Classic Meets Contemporary

The centrepiece of the activation was a custom-built upright piano that seemed traditional at first glance – but as viral pianist Julian Cohen’s performance began, the transformation became clear. The upright piano was integrated with ROLI’s keyboard, supported by a full sound system and digital screens that amplified the immersive experience.

This bespoke installation wasn’t just a backdrop – it was a statement, marrying heritage design with state-of-the-art music technology.

Live Music Meets Flashmob Energy

At peak commuter times, the station’s concourse was taken over by a series of electrifying live performances including viral pianist Julien Cohen – a performer known worldwide for his joyful flashmob style and ability to turn any space into a moment of communal celebration.

What began as a solo set soon evolved into a full-on musical event throughout the day:

• Full orchestra and choir elements enriched the soundscape, infusing the activation with cinematic energy.
• Julien’s performance included standout pieces that echoed across the station, catching the attention of thousands of passers-by. (London World)
• Commuter participation was woven into the experience – with performers and spontaneous moments, drawing even larger crowds to stop, watch and share in the excitement. (Verge Magazine)

The atmosphere shifted from rush-hour rush to collective cheer, music and shared wonder.

Interactive Innovation: Music Learning in Action

Beyond performance, the activation spotlighted ROLI’s mission to reimagine how people start learning and playing music. The piano integrated the ROLI Learn App and Airwave, an AI-powered hand-tracking learning tool. Commuters were invited to step up and play their first notes right in the station.

Thanks to the piano’s light-up keys and real-time guidance, even complete novices were able to pick up simple tunes on the spot, turning spectators into participants and highlighting ROLI’s innovative approach to music education.

Turning the Everyday into the Exceptional

What might have been a typical December evening at King’s Cross became something else entirely – a shared moment of wonder, creativity and connection. Thousands of commuters paused, recorded, applauded and engaged with ROLI, creating a memorable intersection between brand, technology and the human love of music. (London World)

This activation wasn’t just about launching a product – it was about showcasing the future of music expression in real time and doing so in a place where people come and go every day. It turned a transit hub into a concert venue, an ad into experience and commuters into an audience.

Want your brand out on the streets? Browse our outdoor advertising services or get in touch.

Brand Activation Experiential London

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The post Turning Commutes into Concerts: ROLI’s Brand Activation appeared first on Pack London.

Pack London proudly executed the second phase of Snapchat’s ‘Less / More’ campaign, deploying a high-impact Out-of-Home (OOH) strategy across London and Manchester. The campaign utilised a powerful mix of static and digital formats, achieving a remarkable 181 million delivered impressions including overshow, and demonstrated our commitment to maximising brand visibility in key urban environments.

Crafting a Powerful Brand Presence in London

We transformed London’s streets, stations, and neighbourhoods into a canvas for Snapchat’s playful messaging, using a diverse range of media formats:

• Roadside Billboards:
  • We strategically placed 48-Sheet and 96-Sheet billboards along high-traffic routes, capturing drivers and pedestrians with colourful, eye-catching designs.
  • Large-format billboards at London’s busiest Rail stations including Kings Cross, Charing Cross, Liverpool Street, Waterloo and London Bridge ensured broad exposure among commuters and tourists.
• Underground Takeovers:
  • The London Underground elements featured a mix of 12-Sheet and 48-Sheet Billboards, delivering consistent messaging throughout key commuter routes.
  • We executed tunnel takeovers at Waterloo and London Bridge stations, wrapping corridors with immersive branded visuals that turned the daily commute into an experience.
• Digital Dominations:
  • At Old Street Roundabout, we activated all four digital faces on the massive digital unit, creating a 360-degree brand experience in a prime tech and creative hub of London.
  • The Shoreditch High Street Digital 96-Sheet provided a dynamic and high-frequency platform, while a hand-painted mural opposite the station delivered an artistic and authentic touch.
• Poster Takeovers:
  • To enhance local engagement, we rolled out framed poster takeovers in key neighbourhoods, further enforcing messaging high-footfall areas.

Making Waves in Manchester

In Manchester, we delivered:

• A newtork of Digital and Static 48-Sheet Billboards in key roadside locations, creating widespread awareness for the campaign.
• Several coordinated poster takeovers ensuring high-frequency exposure in urban hotspots.

Creating Impact Through Strategic Execution

Our approach to the ‘Less / More’ campaign was built around impactful placements, a mix of high-frequency and high-impact formats to create a strategic blend of traditional and digital media. By integrating large-format billboards, dynamic digital screens, and a unique hand-painted mural, we delivered a multifaceted campaign that resonated with diverse audiences at multiple touch points.

Driving Results That Matter

The campaign’s 181 million delivered impressions underscored our ability to amplify Snapchat’s brand message with measurable impact. The ‘Less / More’ campaign showcased the power of OOH advertising, creating a memorable brand experience that stood out in two of the UK’s busiest cities.

Get Your Brand Seen with Pack London

Looking to launch a high-impact OOH campaign? Contact Pack London today and let us help you achieve outstanding brand visibility and engagement!

Want your brand out on the streets? Browse our outdoor advertising services or get in touch.

Billboards Bus Shelters London Underground Takeovers

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The post Snapchat’s ‘Less / More’ Campaign Takes Over the UK with a Bold OOH Rollout for Phase Two. appeared first on Pack London.