Wickes, the home improvement retailer, has today launched its first ever digital out of home and radio roadblock campaign to capture the attention of consumers during the busiest period of the year for DIY.

Devised by out-of-home (OOH) and location marketing specialist Posterscope, working with Carat, the campaign kicks off with a digital out of home domination on premium roadside OOH sites across London in close proximity to Wickes stores. The domination is planned to sync with a radio “roadblock”, that will run across all Bauer stations on Thursday morning at 8am, creating a media multiplier effect.

The digital out of home campaign will continue through to bank holiday Monday capturing busy Easter weekend arterial routes and is part of an integrated TV, Radio, PPC and social campaign.

Head of core communications at Wickes, Shelley Allison said: “As more customers embark on their DIY projects over the Easter weekend, we wanted to do something to stand out. The ability to deploy an out of home campaign at the same time we know our audiences will be hearing our radio ads is an exciting and compelling proposition to make sure our campaign resonates with our target audience.” 

Hanna Puggaard at Carat added: “Easter is a key retail period for Wickes, and we are really excited to engage with consumers with this integrated media first campaign, capitalising on the volume of Bank Holiday weekend traffic on the roads out of London for the break.”

Group business director at Posterscope, Vanessa Eagle commented

: “We are always excited to see a client taking advantage of the unique capabilities that digital out of home can provide. By using our Posterscope planning platform ECOS to help capitalise on the agility of the digital OOH channel, we have been able to deploy this campaign at short notice and achieve a complete domination of the right sites at the right time, in the right locations, supercharging the impact of the Wickes radio “roadblock”.