Of the 60 originally booked print sites, 54 were successfully delivered in line with the posting schedule. 6 sites were unable to go live due to unforeseen operational issues at installation stage, including unit damage and last-minute roadworks.​

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SMB escalated the issue with the media owner, and a complimentary (FOC) digital campaign valued at £24,901 was secured to mitigate the shortfall. 10 added sites went live on Sunday 1st Feb in premium locations close to the original sites, ensuring continuity of geographic coverage and audience reach.​ To streamline delivery, D6 formats were implemented to avoid artwork amendments, and Share of Voice was increased to 15% (above the standard 10%), enhancing overall visibility. The digital FOC activity also overdelivered by 9,823 impressions.​

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