PetSmart logo for their Mobile Billboards campaign

Summary

A new store opening is an exciting and important time for the owner, but getting others to know and care is often a challenge. For Pet Smart’s opening in Cochrane Alberta, Movia helped get the word out.

A delivery truck and delivery van were wrapped with ads announcing the opening to the city’s 32,000 residents. Given the familiarity of their stores, the space was utilized to make the logo and “Open” message as big and noticeable as possible.

Location of routes was important part of the strategy, with vehicles chosen that were delivering to nearby businesses around and within the shopping plaza. Potential customers would assume the trucks were Pet Smart-owned vehicles, so besides getting the message out, it would help telegraph that the store was already busy. The ads are in market for 8 weeks in August and September.

Mobile Billboards photo of PetSmart carrying out a targeted OOH advertising campaign in Cochrane.

Number of
mobile billboards

2

Project Scope

8 weeks

Results

3M+ impressions
after 8 weeks

Location

Cochrane

Website

petsmart.ca

Movia PetSmart Mobile Billboards Case Study

Mobile Billboards for PetSmart travelling in Cochrane.

About the Company

PetSmart is a privately held American chain of pet superstores, which sell pet products, services, and small pets. It is the leading North American pet company, and its direct competitor is Petco.[4][5] Its indirect competitors are Amazon, Walmart, and Target.[6] As of 2020, PetSmart has more than 1,650 stores in the United States, Canada, and Puerto Rico. Its stores sell pet food, pet supplies, pet accessories, and small pets. Stores also provide services including grooming, dog daycare, dog and cat boarding, veterinary care via in-store third-party clinics, and dog training. They also offer dog and cat adoption via in-store adoption centers facilitated by the nonprofit PetSmart Charities.

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