Wickes have turned a store car park into a life sized human table football pitch out of the retailer’s products, as part of its 14 year partnership with Bauer Media.
The activation saw presenters of The Dave Berry Breakfast Show on Absolute Radio, Dave Berry and Matt Dyson pick teams of 20 listeners to take part in a human table football match. Those who took part in the event were able to compete to win a share of £10,000 in Wickes gift cards.
It was hosted by Absolute Radio presenters including Jay Lawrence, Andrea Fix, Matt Dyson and Ben Burrell.
Related Story
Listeners at home could also get involved by predicting the winning team online.
Krissie Ford, director of client strategy at Bauer Media said: “The best partnerships are the ones that evolve with culture and with audiences. Football is one of the biggest shared moments of the summer, so rather than simply talking about it, we wanted to create something that our listeners could be a part of.
“Human Table Football perfectly captures the playful spirit of Absolute Radio while putting Wickes at the heart of an experience that genuinely matters to people.”
Shelley Allison, head of retail marketing at Wickes, added: “Our partnership with Bauer Media has always been built on creating authentic moments. This activation is a great example of that philosophy in action. It taps into the excitement surrounding football in a way that feels natural for the audience, while showcasing the Wickes brand through creativity, craftsmanship and fun. It’s exactly the kind of work that continues to make this partnership so successful.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
