Bauer Media Outdoor Calls ‘Birra Moretti O’Clock’ for Biggest DOOH Activation

​Bauer Media Outdoor (BMO) has launched Roadblock, a pioneering new media proposition that allows brands to achieve total, uninterrupted share of voice across roadside digital Out of Home (DOOH) screens nationwide.

For the launch, BMO joined forces with Heineken to display its latest Birra Moretti campaign across more than 2,000 screens on Saturday 5th July, becoming the UK’s biggest DOOH activation to date.

Designed for maximum impact and as a media first, the Roadblock activation put Birra Moretti, a leading brand within premium beers, front and centre, owning the moment like never before by disrupting the standard advertising loop and speaking directly to consumers for an hour.

The campaign spanned the breadth of the UK – from Scotland to the South West – covering more than 100 major cities and towns, including Aberdeen, Leeds, Norwich, Cardiff, Plymouth, Southampton, London, and everywhere in between.

As part of the global 'Enjoy life simple pleasures' campaign created by Lucky Generals and planned by Dentsu Red Star and Dentsu OOH, the creatives appeared on BMO’s digital roadside screens, including Adshel Live – the UK’s largest DOOH network – as well as Billboard Live and premium large-format Storm screens. The brand took over the screens between 5pm-6pm in the run-up to the Women’s EUROs France vs. England match to harness contextual relevance and drive brand consideration.

“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. 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, 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. 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.”

Advertisers can activate Roadblock by taking over a pool of up to 4,000+ roadside DOOH screens for a chosen hour and/or opt for Videoblock, dominating malls screens across many of the UK’s largest shopping destinations for a full day, both with uninterrupted display.