The Warehouse’s Nigel the Nutcracker takes over every spot across Aotearoa

In a world first, OMG New Zealand has teamed up with all large format Out of Home media suppliers to produce an exclusive one-hour takeover of all large format digital billboards across the country.

On Monday, the 7th of November, between 7:30 am and 8:30 am, all 486 large format digital billboards nationwide were taken over by Nigel the Nutcracker, the lovable central character from The Warehouse’s Christmas campaign.

This creative use of media is not only a first in New Zealand but a world-first media execution!

Sparked by an idea from OMD’s Planning Hub team, 13 media partners have come together to collaborate on this partnership - Mediaworks, Lumo, JCDecaux, Shout, GoMedia, ONet, Bekon, Globox, Vast, MAD, Splat, and Whistle & Ride.

Tom Anderson, Planning Lead on The Warehouse at OMG New Zealand, says, “this special execution wouldn’t have been possible without the support of all our partners and a client who was willing to lean in and try something new.”

“Not only are we proud to be part of this world’s first media execution, but also through our latest campaign featuring Nigel the Nutcracker, showing Kiwis that no matter your budget, The Warehouse is here to make your Christmas wishes come true”, says Cayden Crombie, Marketing Chapter Member at The Warehouse Group.