Challenge

Calvin Klein’s Spring 2025 launch marked a Halo moment for the brand, led by global talent Bad Bunny. The objective: deliver brand fame and cultural relevance through premium OOH, boost store traffic in key cities, and create unmissable, talkable moments that cut through both in real life and online.

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Solution 

Billups delivered a continent-spanning campaign across six fashion-forward cities – London, Paris, Berlin, Düsseldorf, Milan, Madrid – blending high-impact hero sites with targeted reach networks in commercial hubs and culturally relevant neighborhoods. The strategy was “few, bigger, better”: prioritising prestige placements near flagship stores and in high-footfall areas to build brand stature while layering reach for frequency. Formats included giant banners, premium digital showcases, metro dominations, street-level networks, and full-scale transport wraps. 

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The creative centrepiece was a bespoke bus shelter takeover at Largo Cairoli, Milan. Featuring a branded dispenser offering limited-edition Calvin Klein boxes redeemable in-store for gifts, it turned OOH into an interactive, physical brand touchpoint. Over just one week:

• 2,000 gifts were redeemed – 100% of stock
• +126% store traffic vs previous week
• Significant local buzz and organic social sharing

This was one of Calvin Klein’s most inventive and bespoke takeovers in recent years, exemplifying how experiential OOH can bridge physical engagement and retail impact.

Results

The campaign became a cultural talking point, driving tangible commercial impact and widespread social buzz:

• Milan bus shelter activation: 2,000 boxes redeemed in-store, delivering a +126% uplift in store traffic week-on-week.
• Social recognition: 143 TikTok videos generated 22.78M views and 3.36M likes, with hero locations like Now Vista (London) and Callao Lights (Madrid) dominating organic conversation.
• Cultural footprint: Bad Bunny’s launch generated $8.4M in Media Impact Value (MIV) within 48 hours, fuelled by the visibility and shareability of the OOH placements.
• Local market feedback: Described as “unmissable” in every city, with strong positive sentiment from both consumers and retail teams.

From Milan’s experiential activation to Madrid’s metro domination, London’s West End prime digital  to Paris’ Opera banner, the campaign demonstrated the power of combining brand fame placements with localized, audience-first planning. The result was a unifying European moment for Calvin Klein that resonated on the street, drove measurable retail performance, and amplified online – proving OOH’s ability to deliver both reach and impact.

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