Bauer Media Outdoor has marked the launch of its new out-of-home media proposition, Roadblock, by unveiling a new partnership with beer brand Heineken.

The campaign, which put Heineken’s Birra Moretti brand front and centre, premiered across 2000 screens on 5 July,

It was “the UK’s largest digital out-of-home activation to date”, and ran nationwide across more than 100 cities including London, Norwich, Cardiff, Southampton and Aberdeen.

“Roadblock offers the purest form of brand communication available in Out of Home today,” said Aimee McKay, client partnerships director at Bauer Media Outdoor.

“Whether it’s a major product launch, a cultural milestone, or an unmissable sporting moment, Roadblock lets brands take control of the conversation and broadcast their message at an unprecedented scale.”

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The work appeared between 5pm to 6pm in the run up to the Women’s Euro’s England vs France match.

The marketing drive formed part of the brand’s ‘Enjoy life’s simple pleasures’ platform, devised by creative agency Lucky Generals.

Dentsu Red Star and Dentsu OOH managed planning.

Sarah Prentice, head of media planning and strategy at Heineken UK, said: “We are thrilled to be partnering with Bauer Media Outdoor on the launch of their new Roadblock proposition.”

”We are always looking at ways to create impact and pockets of magic within our campaigns and the formats we use.”

Under the scheme, advertises can take over up to 4000+ roadside digital out-of-home screens for an hour by using Roadblock.

They can also utilise Videoblock, which allows marketers to take over screens in the UK’s largest shopping destinations.