With Hull City through to the Championship Playoff Final, the brief was time-critical, and the objective was clear: get the Dare to Dream campaign in front of the fanbase: in Hull, and across every key commuter route into London on matchday.

​

A reactive, single-day campaign activated on 23rd May 2026, spanning 39 screens across 4 distinct environments: Roadside, Rail, London Underground and Service Stations. The result was a national footprint that followed supporters from their front door to Wembley.

Right Place, Right Time

Every location was chosen with purpose. Hull's home market kept the city buzzing on matchday, while London placements targeted the fan travel corridor: Kings Cross, the Underground, Wembley Park, and service stations along the key motorway routes south.

Hull:

Roadside / D48 & Mega 6

​

Kings Cross Station:

Rail / D6

​

Wembley Park & Kings Cross St Pancras:

Underground / Escalator Ribbons D12 D6

​

Leicester Forest East & Northampton:

Services Stations / D48 D6 DM6

Hull City’s Dare to Dream artwork was adapted across every format to maximise impact in each environment. The Underground Ribbon at Wembley Park & Kings Cross St Pancras - one of the most immersive formats on the network - was used to full effect, wrapping the creative across the full length of the escalator ribbon’s and placing fans inside the campaign at the exact moment they were descending towards the platforms. The proximity to Wembley made this placement particularly powerful: supporters already buzzing with matchday anticipation were met with Hull City’s own story of the season, building excitement at precisely the right moment. Artwork was also tailored for the D12 and D6 formats across the Underground, as well as the larger roadside and service station environments, ensuring the creative landed with clarity and impact regardless of screen size or dwell time.

​

The time-sensitive nature of the campaign required precise planning. Placements were booked to align with the matchday journey - Kings Cross activity ran from 6am as fans began arriving into London, service station screens activated from 8am to capture those travelling down the motorway, and the Underground activity around Wembley Park ran from 10am through to 2pm, finishing at kick-off. Rather than running broadly across the day, every placement had a defined window tied to fan movement - ensuring maximum relevance at every touchpoint and eliminating wasted spend once supporters were inside the stadium.

The Results

Against a booked target of 61,363 plays, the campaign delivered 115,313 - an exceptional 224% delivery rate and 53,950 additional plays beyond what was planned. Every environment over-delivered, with Wembley Park & Kings Cross St Pancras the standout - 56,653 plays against a target of 12,720.

"The campaign looked absolutely incredible across every environment, and we were thrilled with both the scale of delivery and the estimated impressions achieved throughout the activation. Seeing the Hull City brand showcased across such high-footfall locations in London, alongside key sites across Hull, was incredibly exciting and a brilliant way to extend our Dare to Dream Campaign beyond the stadium and the city of Hull. The campaign exceeded expectations in terms of visibility and impact, and we were delighted with how successfully everything came together."

Jon Hair, Senior Marketing Manager, Hull City FC