Essential reading for retailers and suppliers in the home improvement market

Wickes targets easter weekend DIY-ers in new campaign

Published: 18 April 2019 - Kiran Grewal

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”.

Comments


(Your email address will not be published)
Already Registered?
Sign In
Not Yet Registered?
Register
Printable View E-mail Bookmark
*

Latest reader comments

re: Carl Kammerling Fusion 2021 Trade Promotion – Filled with exciting new deals!

MIKE
GOOD AFTERNOON,WE USED TO DEAL WITH YOUR COMPANY MANY YEARS AGO, BUYING LARGE STOCKS OF DELETED AND RETURNS ITEMS.IF YOU HAVE ANY CLEARANCE ...

re: Toolbank

Bilal Ali
Hi Trust you are doing great. My name is Bilal Ali. I am the owner of Azaan International Ltd, a company specialized in products. We are ...

re: Woolworths staff reunited by new website

John Zullo
Hi I'm trying to find Lisa assistant manager of woolworths in the metro centre 1999 I only now her by her 1st and middle name Lisa Marie ...

re: Planning application submitted for new Homebase store in Abingdon

Gel
They closed their store last year!http://www.oxfordmail.co.uk/news/17570442.homebase-abingdon-starts-closing-sale/...

re: Latest update on Green Homes Grant and implications for homeowners and landlords

John Hart
After applying for a green homes how long will it take for a decision? thanks...

Most read stories