Wickes needed to announce new store openings and boost trade in existing stores. They needed to attract local tradesmen, and were looking for a medium that was effective in targeting their particular audience. They wanted tradesmen's vans that mainly travelled within a 6 mile radius of each store.

Wickes wanted to attract tradesmen to new stores when they opened, and to boost trade in existing stores. This wasn't just a brand awareness campaign. They wanted to use Posters in Transit vans as part of wider campaigns to reinforce their national advertising campaign, but on a local level.

The solution was to use Posters in Transit vans with Wickes advertisements on the back. This placed their message in direct line of sight of a captive audience, one which can't switch channels or turn the page. The creatives promoted Wickes "Next Day Delivery" and the Wickes "Price Promise". Because the posters were only on tradesmen's vans, they were assured exposure to other tradesmen, both where they worked and where they stopped to eat and drink.

These local campaigns on Posters in Transit vans are enhancing and building on Wickes national campaigns. Specifically, they are significantly increasing awareness of local stores to a key target audience: local tradesmen.

By using tradesmen who mainly work within the catchment area of each store we are able to target the store's key audience and customer base, both trade and DIY. Tradesmen tend to use the same suppliers and catering outlets, travel at the same times and generally be more aware of other trade vehicles in the area thus maximising the message to the target audience. When static during the day, night and weekends, vans are parked with the poster facing the oncoming and passing traffic, as well as pedestrians, so the posters are always on display and working hard.