Mayfield - Mobile Billboard Advertising
Summary
Mayfield was looking for a new way to reach consumers with a natural and effective media strategy. Partnering with Movia, they launched 19 Mobile Billboards across Atlanta, Chattanoogan, and Knoxville. Being a staple for many households in the region, they wanted to reinforce their branding and attract new milk lovers to their high-quality milk and dairy products. By selecting vehicles making deliveries to grocery stores, convenience stores, and other food retailers, they were able to reach consumers when and where they were making food purchases. The contextualism of branded vehicles made it appear Mayfield was outselling the competition, with deliveries happening all day, all night, and everywhere possible. The bright yellow creative couldn’t be missed, and drivers had consumers requesting samples on a daily basis. This is a prime example of how Movia’s Mobile Billboards can make CPG brands larger than life and engage the community like no other media format available.
Number of
mobile billboards
Project Scope
Results
after 24 weeks
Location
Website
Movia Mayfield - Mobile Billboard Advertising Case Study
About Mayfield Dairy
It was 1910 when the Mayfield family purchased 45 Jersey cows and began delivering milk to customers in their hometown of Athens, Tennessee. Little did they know that — four generations later — this family milk and ice cream business would become one of the Southeast’s favorite dairy brands. Today, Mayfield is owned by a dairy farm cooperative, so you can still taste the family pride in every glass.
