DIY, home improvement and hardware retailer Wickes is celebrating a spate of new store openings with a fully customisable OOH campaign from St Luke’s.
Making its first appearance at the new Aberdeen store, the ‘blue ribbon – now open’ creative allows Wickes to raise awareness locally while also herald the opening of new stores on a national level
As creative agency of record for the retailer, St Luke’s has recreated an OOH blue-ribbon cutting ceremony for new stores using a range of tools such as garden shears, pipe-cutters and a saw.
The campaign can be tailored to fit either a pre-opening campaign – where the ribbon has yet to be cut – or be used after the opening, where it will feature a freshly-cut ribbon. It can also be fully personalised with the new store location, as well as key messages aimed at a trade audience.
“As part of our ongoing investment in our store estate, this is an exciting new store opening for Wickes in Aberdeen and our first in Scotland for over 10 years,” said Wickes chief marketing and digital officer Gary Kibble.
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“With this new ‘blue ribbon’ theme, St Luke’s has given us the assets to create anticipation and buzz locally for all our store openings.”
St Luke’s joint chief creative officer Richard Denney added: “As Wickes continues to invest in new stores across the country, they are also investing in creativity to launch them, with this wonderful new work featuring photographs of Wickes’ tools photographed by the brilliant Giles Revell.”
Launching in a punchy, clear OOH format, the creative will be making its first appearance at the newly constructed, purpose-built, 25,000 sq ft store, located in Westhill, Aberdeen – the first Wickes store inthe region for 10 years.
Media planning and buying has been handled by Carat.
Earlier this year Wickes signed a sponsorship deal with media firm Global, which saw the home improvement retailer become the headline sponsor of Angie Greaves on Smooth Radio.
