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A campaign for Birra Moretti was launched simultaneously across more than 2,000 screens in the UK, making it the largest UK activation to date
Bauer Media Outdoor (BMO) joined forces with Heineken to display the latest campaign for its Birra Moretti beer across more than 2,000 screens on Saturday July 5th, becoming the UK’s biggest digital out-of-home (DOOH) activations to date.
The activation was achieved through the launch of Roadblock, a new media proposition from BMO that allows brands to achieve what it describes as a “total, uninterrupted share of voice across roadside DOOH screens nationwide.”
Designed for maximum impact as a media first, the Roadblock activation for Birra Moretti spanned the entire breadth of the UK from Scotland to South West England, covering more than 100 major cities and towns including Aberdeen, Leeds, Norwich, Cardiff, Plymouth, Southampton, and London.
The campaign utilised BMO’s full UK estate of digital screens. Clear Channel's UK network alone, which Bauer Media now owns, includes over 3,500 Adshel Live screens, making it the largest DOOH network in the UK.
As part of Birra Moretti’s global “enjoy life’s simple pleasures” campaign created by agency, Lucky Generals, and planned by Dentsu Red Star and Dentsu OOH, the ads appeared on BMO’s digital roadside screens including Adshel Live, as well as a number of its Billboard Live and premium wide-format Storm screens.
The brand took over the screens between 5pm and 6pm on Saturday, designed to align with the Women’s EUROs match between France and England.
Advertisers can now activate Roadblock by taking over a pool of up to 4,000+ roadside DOOH screens for a chosen hour, or opt for Videoblock, which takes over shopping centre screens across many of the UK’s largest retail destinations for a full day, both with uninterrupted display.
Aimee McKay, client partnerships director at Bauer Media Outdoor, says: “Roadblock offers the purest form of brand communication available in out-of-home (OOH) today.
“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. We’re delighted that Heineken came on board as our launch partner for this ground-breaking DOOH proposition.”
Sarah Prentice, head of media planning and strategy at Heineken UK, adds: “We are thrilled to be partnering with Bauer Media Outdoor on the launch of its new Roadblock proposition.
“We are always looking at ways to create impact and pockets of magic within our campaigns and the formats we use. Innovation is at the heart of our business, so it’s always important for us to push for solutions that offer us an innovative take on our channel choices.”
