Wickes creates a building site on a roundabout for advertising campaign

Wickes has constructed an imitation building site on London’s Elephant and Castle roundabout as part of its latest outdoor advertising campaign.

The scene has been developed around the Primesight media location over the past two weeks and aims to grab the attention of the passing trade audience. The activity marks the culmination of the five-month ‘Best in Market Deals’ outdoor campaign from the retailer.

The special-builds, which feature a partially built roof, insulation, and a giant radiator, are designed to remind tradesmen and DIY fans that now is the time to prepare for winter and was devised, planned and implemented by out-of-home (OOH) communications agency, Posterscope with support from Carat, psLIVE, Hyperspace, Primesight and The Incredibly Smart Production Company.

“This is certainly among some of our most unique and innovative work. It is 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,” said Stephen Entwhistle, national advertising manager at Wickes.

Posterscope’s Abigail Cunningham added: “We found Wickes’ core trade audience spend a significant amount of time traveling by car throughout London, and identified the busy Elephant and Castle juncture as the perfect location to achieve maximum impact for this special creatively striking activation, providing a fitting end to a highly successful campaign.”

The creative will run until Sunday 1 December.

Source : Gillian West - The Drum
www.thedrum.com/news/2013/11/26/wickes-constructs-imitation-building-site-elephant-and-castle-roundabout-part-ooh