Wickes Celebrates Its New Aberdeen Store with OOH Campaign from St. Luke's

Home improvement retailer Wickes has launched a new OOH campaign to celebrate the opening of its new store in Westhill, Aberdeen.

Made together with independent creative agency St.Luke's, the thought-provoking billboards showcase a ribbon-cutting ceremony to mark its milestone with the store opening. 

However, instead of the usual ribbon-cutter used in the practice, Wickes tools are doing the cutting. 

These include garden shears, pipe-cutters, and saws — driving the point that these versatile tools can do the work just the same and can be found in their local Wickes.

It's a simple yet effective message weaved into their brand marketing strategy that could easily catch the attention of passers-by, not only reminding them of Wickes products but that a new store is now open or opening soon in their area. 

A Flexible Visual Design

While the overall visual identity remains consistent, Wickes can tailor-fit the billboards to show the ribbon cut or just about to be cut, depending on whether the store has already opened. 

It's an effective and cost-efficient way to celebrate the brand's achievement as a growing retailer.

🔴 Donny and Angus took a trip to the opening of the new @Wickes store in Westhill this morning!

Wickes have kindly chosen to partner with AFCCT to support the local community. pic.twitter.com/H4nJ3dzr0O

— Aberdeen FC Community Trust (@AFCCT) August 30, 2024

St.Luke's Joint Chief Creative Officer Richard Denney shares his thoughts on Wickes' expansion and the campaign promoting the new branch. 

Meanwhile, Wickes Chief Marketing and Digital Officer Gary Kibble expresses his excitement over the new Aberdeen branch, as it marks Wickes' first store in Scotland in over 10 years. 

The new branch will be a 25,000-square-foot store located at the heart of Westhill and will bring in over 25 new jobs to the region — all while offering DIY products to the "Granite City."

Previously, St.Luke's launched a heartwarming spot for Heathrow Airport, showcasing how great trips start even before travelers board their planes.

Editing by Katherine 'Makkie' Maclang