Case study / Smartphone launch / London, 2 to 8 September 2026
LAVA AGNI 4N.
UK out of home launch.
LAVA launched the AGNI 4N phone in the UK in September 2026. We planned and booked the out of home across London: landmark screens above Oxford Street and over the Euston Road underpass, 47 more screens across the city, and a digital AdVan and AdBikes on the street.
9h 25m
from artwork handover to first play
50
screens live across London
7 days
in charge, 2 to 8 September
40+
London neighbourhoods
The brief
LAVA has been part of India’s phone industry for seventeen years. The AGNI 4N was its first product launch in the UK: one phone, one price, sold on Amazon from Friday 4 September.
The brief was the most recognisable screens in London, for one week, in positions that would look as good in the launch content as they did on the street. The go ahead arrived on a Tuesday lunchtime, with the sale opening that Friday.
Digital out of home was the only route fast enough. We planned it, booked it, added a digital AdVan and AdBikes, and photographed the campaign.
“It’s good to see a new player with the confidence to take a risk in an unfamiliar market.”
Timeline
Live in under ten hours.
We handed the artwork over at 2.35pm on Tuesday 1 September. The first play ran above Oxford Street and over the Euston Road at midnight, nine hours and twenty five minutes later.
Tue 1 Sep
13:55
The question
“Can we be live by tomorrow?”
Tue 1 Sep
14:35
Artwork handed over
Six files sent across, one for every screen shape in the plan.
Tue 1 Sep
16:28
Confirmed
Good to go for tomorrow.
Wed 2 Sep
00:00
Landmarks live
Oxford Street and the Euston Road underpass, 24 hours a day.
Wed 2 Sep
06:00
The network wakes
47 portrait screens from Zone 1 to Zone 6.
Fri 4 Sep
All day
The sale opens
The date every screen had been counting down to.
Sat 5 Sep
All day
AdBikes, AdVan, photography
Five digital AdBikes and the AdVan out, and the campaign photographed across London.
Tue 8 Sep
23:59
Wrap
Seven days in charge.
01 / Landmark screen
Euston Road underpass.
02 / Landmark screen
Oxford Street.
Launching a product in London? Get a plan and a price.
Get a launch plan03 / Station screens
Bond Street station.
04 / Roadside network, Zones 1 to 6
47 screens across London.
Behind the two landmark sites sat 47 portrait screens in more than 40 neighbourhoods, on from six in the morning until midnight: the station arcade at Clapham Junction, New Cross Road, Shoreditch High Street, the commuter run up Brixton Hill, and on out to Wimbledon, Walthamstow and Kingston. The same Londoner could meet the campaign on the way to work, at lunch and on the way home.
05 / Shoreditch High Street
Digital AdVan and roadside screen.
06 / Mobile digital
Digital AdVan and AdBikes.
The digital AdVan carries 35 square metres of screen across three faces, and it was on the road for three days from Saturday 5 September. Five digital AdBikes took central London for the day that same Saturday, each face carrying a different reason to buy: the processor, no bloatware, fast charging.
They went where the campaign was: under the Oxford Street landmark, past the roadside screens in Shoreditch and Putney, and through Clapham Junction in Saturday traffic.
The plan
What ran.
Landmark screen
Oxford Street at Holles Street, W1
2 to 8 Sep
5.8 metres by 2.8, on 24 hours a day.
Landmark screens
Euston Road underpass, NW1
2 to 8 Sep
Twin screens, one facing each direction, each just over ten metres wide. On 24 hours a day.
Station screens
Bond Street station
2 to 8 Sep
Four screens in the shopping centre between the ticket hall and Oxford Street.
Roadside network
More than 40 London neighbourhoods, Zones 1 to 6
2 to 8 Sep
47 screens from Shoreditch to Wimbledon, including Bond Street station. On from 6am to midnight.
Digital AdVan
Central and south west London
3 days from Sat 5 Sep
35 square metres of screen across three faces.
Digital AdBikes
Central London
Sat 5 Sep
Five bikes for the day.
Questions
Frequently asked questions.
How fast can a digital out of home campaign go live in London?
+
On this launch we handed the artwork over at 2.35pm on a Tuesday and the first play ran above Oxford Street at midnight, under nine and a half hours later. That is the quick end of what is possible. It needed digital screens with space that week and artwork supplied to specification. For most launches, allow one to two weeks so the best sites can be held for your dates.
What is a landmark digital screen?
+
A large format digital screen in a position people already know: above Oxford Circus, over the Euston Road underpass, at a major station. They are bought for a week or a fortnight. On this campaign both landmarks carried LAVA 24 hours a day for seven days.
Can the advert change while the campaign is running?
+
Yes, and it is one of the best reasons to use digital. Here the roadside screens carried the sale date all week. From the Saturday the digital AdVan and AdBikes carried artwork that said the sale was live, and the escalator screen at Bond Street station was switched to match.
What do digital AdVans and AdBikes add to a screen campaign?
+
Booked screens stay where they are. Digital AdVans and AdBikes are screens that move, so they go where the audience is on the day: outside the flagship stores, through central London on a Saturday, past the fixed screens themselves. The artwork can change the same day, and they can be in the photographs you want for social.
How much does a London product launch on out of home cost?
+
It depends on the week, the sites and how long you run. A launch can be one landmark for a week or a plan across the whole city. Tell us the date, the city and a budget range and we will come back with a priced plan, not a rate card.
Get in touch
Planning a launch?
Tell us what you are launching, where and when. You get back a plan like this one: the landmark, the network behind it, digital AdVans and AdBikes on the day, and the photographs afterwards. Priced, not a rate card.
- Landmark digital, roadside, stations, buses and the Underground, planned by one team
- Digital AdVans and AdBikes, anywhere in the UK
- Live in days when it has to be
- Professional photography of the campaign, cleared for your use
Or call 020 3906 1172
Start here
Get a launch plan
Credits
- Client
- LAVA
- Product
- AGNI 4N
- Creative
- Sociowash (SW Network)
- Out of home planning and booking
- Monster Outdoor
- Live dates
- Wednesday 2 to Tuesday 8 September 2026, London
- Photography
- Gokhan Goksoy
The advertising shown is LAVA’s own. Product claims within it are the advertiser’s.
