DIYWEEK.net

Wickes is hoping to catch the eyes of motorists driving in London's Elephant and Castle with an imitation building site it has constructed on the famous roundabout there.
The installation, featuring a partially-built roof, insulation and giant radiator, forms part of the retailer's currently-running outdoor advertising campaign and aims to promote its winter merchandise.

"This is certainly among some of our most unique and innovative work," commented Stephen Entwhistle, Wickes' national advertising manager. "It's a really creative way of reaching our target audience, and I'm confident it will engage and resonate with them. What better way to showcase our latest product range than building it right in front of our customers' eyes."

As many of Wickes' trade customers spend a significant amount of time driving in London, the busy Elephant and Castle location is seen as a prime site for such an initiative. It marks the end of a five-month campaign by the company.