As UGG prepared for the Fall/Winter 2025 season, the brand set out to reinforce its premium positioning and drive relevance among key fashion-forward urban audiences. Partnering with billups and Jellyfish, UGG launched a cross-market Out-of-Home (OOH) campaign designed to intersect consumers at high-impact moments throughout their daily journeys.

Running from September to October 2025, the campaign was executed across major European transit and urban environments, leveraging traditional OOH at scale and activating premium inventory from leading media owners, including JCDecaux and Mediatransports. The approach delivered a consistent brand presence, seasonal storytelling, and cultural relevance in some of Europe’s highest-traffic, highest-dwell environments.

Campaign Highlights

• Markets activated: Multiple key European cities
• Primary environments: High-traffic transit hubs and premium urban locations
• Audience focus: Fashion-forward, urban, highly mobile adults

The Challenge

UGG faced a familiar but critical challenge: standing out in an increasingly crowded fall fashion landscape while maintaining its premium brand equity. With consumers oversaturated by digital messaging, the brand needed a channel that could deliver impact, credibility, and visibility in the real world without sacrificing style or scale.

The objective was twofold:

• Reinforce UGG’s premium and fashion‑forward perception
• Reach highly mobile, urban consumers at moments of close attention

The Solution

billups developed a traditional OOH strategy rooted in location intelligence and audience movement. The solution focused on high-traffic, high-dwell environments that aligned naturally with fashion discovery and lifestyle moments.

By prioritizing transit and urban placements, the campaign ensured UGG was present where fashion-forward adults live, work, commute, and socialize, maximizing both reach and contextual relevance.

Key elements of the solution included:

• Cross-market consistency with localized relevance
• Premium formats aligned with UGG’s brand stature
• High-frequency exposure along daily consumer journeys

The Execution

The campaign rolled out across multiple European markets, activating premium OOH inventory in transit hubs and urban centers. Large‑format displays delivered bold, seasonal creative that emphasized texture, warmth, and style core to UGG’s fall narrative.

Media partnerships included leading OOH owners such as JCDecaux and Mediatransports, ensuring quality placements and broad market coverage. Collaboration with Jellyfish supported alignment across the wider media ecosystem.

Campaign details:

• Brand: UGG
• Campaign period: September–October 2025
• Region: Europe
• Channel: Traditional Out‑of‑Home
• Target audience: Fashion‑forward, urban, highly mobile adults

The Results

By anchoring the campaign in the physical world, UGG successfully amplified its seasonal presence and reinforced its premium positioning during a critical retail window.

The OOH activation delivered:

• Strong visibility across high‑impact urban environments
• Consistent brand storytelling at scale
• Meaningful reach among style‑conscious, on‑the‑move audiences

The campaign demonstrated the continued power of premium OOH to cut through clutter, enhance brand perception, and support seasonal demand, especially when executed with strategic precision and cultural awareness.