Bauer Media Outdoor (BMO) has launched Roadblock, a new media concept that lets brands take over roadside digital Out of Home (DOOH) screens across the UK with full, uninterrupted visibility.

For its launch, BMO teamed up with Heineken to feature its latest Birra Moretti campaign on over 2,000 screens on Saturday 5th July- making it the biggest DOOH activation ever in the UK.

This first-of-its-kind campaign was created for maximum impact. It put Birra Moretti, a top premium beer brand, in the spotlight by interrupting the usual ad rotation and directly engaging audiences for a full hour.

The campaign reached across the UK—from Scotland to the South West- including over 100 cities and towns like Aberdeen, Leeds, Norwich, Cardiff, Plymouth, Southampton, and London.

“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.”