Wickes, the home improvement retailer, has 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.

Posterscope and Carat collaborated with Wickes to launch this innovative campaign to reach the consumer across the Easter period.

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

Shelley Allison, Head of Core Communications at Wickes, 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.”

Vanessa Eagle, Group Business Director, Posterscope, concluded: “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”.