Source-Movia
Your brand, yes, YOUR brand, can benefit greatly from truck advertising. This form of marketing is effective across a wide range of industries, whether you are in beauty services like aesthetics running a doggy daycare, managing a nonprofit organization, or dealing in hardware supplies. Truck advertising ensures that your targeted messages reach the right audiences. Its mobility is a unique advantage, allowing your advertisements to move swiftly and reach a diverse community. Whether you aim to attract local customers or expand your reach nationally, truck-side advertising offers the flexibility to achieve both goals. Clients can also tailor the duration and performance of their truck advertising campaigns according to their needs.
In outdoor advertising, various mediums like billboards, posters, digital screens, and ambient executions compete for attention. Out-of-home (OOH) advertising has gained traction as a vital channel due to the diminishing effectiveness of ads on television and in print media. OOH advertising, including truck advertising, ensures significant impressions as these messages are prominently displayed in outdoor environments where large numbers of people pass by. Truck advertising is hard to miss, highly exposed, and strategically positioned to capture attention effectively. Let us delve deeper into the benefits of truck advertising for brands and examine the evidence supporting its effectiveness in reaching and engaging target audiences.
Truck advertising, or mobile billboard advertising, has emerged as a creative and impactful marketing tool for brands across various industries. By leveraging the mobility and visibility of trucks, businesses can reach their target audiences in unique and memorable ways.
Truck advertising Defined:
Truck advertising involves using a commercial truck or trailer that is already in use for deliveries and turning it into a moving billboard by displaying a brand’s advertisement on its exterior. Unlike stationary billboards, truck advertising involves these vehicles continuously driving along specific routes, spreading the brand’s message as they go about their regular operations. This type of advertising is not limited to national campaigns; local businesses can also utilize trucks to target potential customers in their area.
While some may think that truck advertising requires covering the entire truck, there are options for partial coverage as well. Depending on the campaign and brand message, it may be more effective to only cover the sides of the truck and leave the back doors uncovered. This approach can capture the attention of pedestrians and drivers, leaving a memorable impression of the brand’s story. Truck advertising has become a popular out-of-home (OOH) solution for brands looking to solve their marketing challenges.
Let us explore some inspiring case studies that highlight the success of truck advertising campaigns.
The success of Truck advertising in terms of KPIs
Build General Awareness
Willow: A case study
Source- Movia
Willow is an innovative real estate platform headquartered in Toronto, revolutionizing property investment through its PropSharing concept. PropSharing enables individuals to invest in property by buying and selling fractional ownership, akin to trading shares on the stock market. Seeking to introduce their brand and create buzz around their arrival, Willow partnered with Movia for their inaugural marketing campaign.
The campaign strategy involved deploying ten trucks, each featuring two captivating ads, in urban and affluent neighborhoods for five weeks. This strategic placement aimed to capture the attention of potential investors and generate excitement about Willow’s unique approach to property investment. The campaign successfully garnered 20 million impressions, complemented by an additional 500,000 digital impressions directly targeting their core investment audience.
This well-executed campaign not only facilitated a successful brand launch for Willow but also contributed significantly to establishing Willow as a prominent name in the real estate industry.
Cuba: A Case Study
Source- Movia
Travel Cuba signed up to run a campaign for 6 months with 7 moving billboards by Movia Media between January 2018 to March 2018 and October 2018 and December 2018. Within the first two months of their campaign, Travel Cuba had over 220 million impressions between the 13 moving billboards. The purpose of the campaign was to actively promote their beautiful country as one of the top vacation destinations within South America as well as raise brand awareness within the GTA. Their goal is to promote Cuba and increase their yearly tourist visits to the country quickly but also more efficiently.
Increase Online Sales
Tropical Skin Care Cream: A case study
Source-OAAA
Topical Skin Care Creams, a small direct-to-consumer (DTC) brand, aimed to increase its market share and consumer awareness in the fiercely competitive skincare segment within the health and beauty aids (HBA) industry, particularly during the launch of a new product.
They employed technology-driven truck-side advertising, leveraging data to target specific areas within each borough of New York City during crucial times such as peak travel hours, shopping days, and payroll periods, with a focus on reaching their target audience. Here are the details of their plan:
- Location: New York, NY
- Campaign Dates: Second and third quarters of 2021.
- Out-of-Home (OOH) Format: Truckside Mobile Billboards
- Target Audience: Diverse women, with a particular emphasis on women of color facing skin challenges or damage.
- Budget: Less than $10,000
The outcomes of this campaign were highly successful:
- All products under the Topicals brand sold out within 24 hours of their launch at Sephora stores.
- The truck advertisements garnered significant attention on social media platforms from consumers.
- Topicals witnessed a remarkable 194% increase in website traffic and a 100% rise in website conversions.
Increased Social Media Presence
Zola: A case study
Zola is widely recognized as a wedding registry website, but the brand aimed to inform people that it offers a broader range of wedding-related solutions beyond just registries. To achieve this, they needed to target their specific audience (ages 25-34, urban dwellers, with a household income exceeding $75,000) with tailored messages in key markets leading up to and during the peak engagement season (late December to the first half of Q1).
PJX was tasked with developing a strategic out-of-home (OOH) campaign to support both the peak engagement season and promote Zola’s vendor marketplace. The primary focus of the campaign was on the engagement season, aiming to leverage OOH to enhance awareness and consumer engagement in one of the busiest and most densely populated markets, specifically New York City, from December to February.
Simultaneously, for the vendor marketplace segment, OOH advertising was utilized to emphasize relevance and strengthen Zola’s association with weddings. The goal was to increase awareness of Zola’s vendor marketplace among their core audience—young women and couples considering engagement—who might be familiar with Zola as a brand but unaware of the marketplace’s offerings for booking venues and vendors. Media placements were strategically chosen in and around iconic wedding and engagement locations such as dress shops in Soho and the diamond district, with a focus on non-touristy areas of NYC to effectively reach the target consumers.
Source-OAAA
Plan Details: Location: New York, NY Campaign Dates: November 4th, 2022 – February 19th, 2023, Types of Out-of-Home (OOH) Formats Used: Subway Station Domination, Liveaboards, Digital Spectacular, Dedicated Wildposting, Bulletins, Digital Taxi Tops, NYC Links
PJX contributed to initiating discussions about the brand and reaching the core consumer through various touchpoints. An attribution study was conducted alongside the campaign to monitor website visits linked to the OOH placements. The objective was to track individuals exposed to Zola’s outdoor messaging who subsequently visited the website. Pixels were deployed before the OOH campaign launch to monitor website visits pre-campaign and during the active media phase. Zola also sought to track the “super signup” event triggered by new account creations on the site, using a separate pixel for sign-ups. The pixel was placed on the confirmation page to confirm completed sign-ups accurately.
These efforts were aimed at gaining insights into how OOH advertising influenced lower-funnel purchase conversions. The attribution results revealed a 25% increase in website traffic for exposed consumers compared to unexposed ones. Although there was a positive trend in the signup metric, it did not reach statistical significance. With a larger scale, we anticipate this significance to improve. Exposed consumers showed a 46% higher likelihood of converting to the Zola website compared to unexposed users.
Leveraging Truck Advertising Success with Movia Media
In the ever-evolving landscape of marketing and advertising, brands are constantly seeking innovative ways to reach their target audiences effectively. One such avenue that has gained considerable traction in recent years is truck advertising, and Movia Media stands out as a pioneering force in leveraging this medium for success. Let us delve into how Movia Media has revolutionized truck advertising and why it is a game-changer for brands looking to make an impact.
Amazon: A case study
Source-Movia
When it came to understanding love, Alexa had a significant journey of learning ahead. Initially, Alexa’s responses on the topic seemed rather lacking in human depth. Recognizing this gap, Amazon Ads collaborated with the Ad Council and their “Love Has No Labels” campaign to highlight that love transcends bias, discrimination, and hate. Amazon took steps to update Alexa’s response to the question “What is love?” by incorporating real people’s answers, using a curated selection to inspire a broader audience.
To promote this campaign effectively, Amazon partnered with Movia for truck-side advertisements to spread the message of acceptance and inclusion across five markets in the southeastern US—Nashville, Tampa, Charlotte, Atlanta, and Dallas. In the Fall of 2022, ten trucks, with two per market, hit the streets displaying impactful images of six individuals whose responses were featured in the update. The ads featured the simple yet familiar line, “Alexa, what is love?”
The impact of this campaign was not merely measured in terms of reach and impressions but in the meaningful impact, it had on people’s minds and hearts, encouraging them to reconsider the meaning of love. In a heartwarming turn of events, one of the truck drivers found love as a result of the campaign. He met a woman who was deeply impressed by his open-mindedness. The future holds the possibility of wedding bells, and we eagerly await to see how their story unfolds!
DoorDash: A Case Study
Source- Movia
DoorDash faced challenges in securing out-of-home (OOH) advertising space in northern Alabama, a critical region for their expansion plans. To address this, they teamed up with Movia to launch a 10-truck Mobile Billboard campaign, enabling them to implement large-scale, dynamic OOH advertising in small towns and rural areas with precision targeting. By strategically selecting vehicles involved in residential deliveries, DoorDash created the perception of catering to everyone’s needs.
The campaign was strategically timed to coincide with the Rock the South music festival, where one of the Mobile Billboards made a notable appearance. This presence gave DoorDash a captivating and larger-than-life image, impressing the festival crowd and establishing a strong brand presence.
This partnership with Movia not only provided DoorDash access to previously unreachable consumers but also marked the beginning of a robust and enduring collaboration between the two companies, promising continued success in reaching and engaging their target audience effectively.
Als: A Case Study
Source- Movia
ALS is a degenerative illness that progressively strips individuals of their ability to perform essential functions such as walking, talking, eating, and eventually, breathing. This gradual loss affects not only the person but also their families, taking away their quality of life.
To convey this poignant message and drive donations for the ALS Association of America, Movia collaborated on a campaign that utilized trucks resembling moving vehicles. Eighteen trucks were strategically deployed nationwide, spanning cities from Boston to Seattle, over a nine-week period starting in November 2021. The message was updated with a red design for Giving Tuesday in December, enhancing its impact.
Movia’s involvement extended beyond the physical presence of the trucks. They employed mobile retargeting strategies for individuals who encountered the trucks, complemented by distributing flyers through the truck drivers. With a staggering 57 million impressions generated, the emotionally charged moving trucks proved highly successful. This success led to the addition of trucks in two more cities, resulting in an additional 5.2 million impressions.
This innovative campaign demonstrates how the context of a campaign can significantly enhance its effectiveness. By leveraging emotive visuals and strategic outreach, the campaign not only raised greater awareness but also secured increased funding for combating this debilitating disease.
Explore Georgia: A Case Study
Source-Movia
The state of Georgia aimed to encourage its residents to appreciate and explore the natural beauty of their home state. Their primary challenge was reaching Georgians in their homes, during their daily commutes, and as they went about their usual routines. To address this, they collaborated with Movia to implement a targeted campaign that focused on neighborhoods, local businesses, and town centers, promoting the idea of staying local and discovering what Georgia has to offer.
With just 10 trucks deployed in the greater Atlanta region for a period of 14 weeks, the campaign achieved a remarkable 56 million impressions, particularly targeting key suburban neighborhoods. The campaign featured captivating creative content showcasing Georgia’s beauty, and the drivers themselves became an integral part of the Explore Georgia brand. They engaged with the audience, answered questions about the campaign, and distributed flyers containing more information about Explore Georgia, effectively bringing the brand to life at each stop.
In addition to these efforts, digital mobile device retargeting was employed to further engage Explore Georgia’s core targeted demographic with highly personalized messaging. By tailoring the message to relevant audiences, utilizing drivers as brand ambassadors, and implementing digital retargeting, the campaign successfully encouraged Georgians to keep Georgia top of mind and explore their state more deeply.
PetSmart: A Case Study
Source- Movia
The grand opening of a new store is a momentous occasion for any owner, yet garnering attention and interest from the public can pose a significant challenge. When Pet Smart was preparing to open its doors in Cochrane, Alberta, Movia stepped in to spread the word.
To reach out effectively, a delivery truck and van were meticulously wrapped with advertisements announcing the store’s opening to Cochrane’s 32,000 residents. Leveraging the familiarity of the Pet Smart brand, the available space was maximized to ensure that the logo and “Open” message stood out prominently.
Strategic route planning played a crucial role in the campaign. Movia selected vehicles that were already making deliveries to nearby businesses within and around the shopping plaza where Pet Smart was located. This choice not only helped in broadcasting the opening message but also created an impression that the store was bustling with activity, further enticing potential customers. The advertisements remained in the market for 8 weeks during August and September, ensuring sustained visibility and impact.
Express Flooring: A Case Study
Source-Movia
Express Flooring is a reputable provider of residential and commercial floor covering solutions operating in Arizona, Texas, and Las Vegas, with plans for further expansion. Seeking to target the Houston market, they collaborated with Movia for a 14-week campaign utilizing five trucks. The objective was to showcase Express Flooring’s offerings directly to the people of Houston.
The creative strategy employed by Express Flooring and Movia was to transform the trucks into mobile showrooms, offering a unique and convenient way for customers to experience their products without leaving their homes. This innovative approach aimed to attract residents in residential neighborhoods, particularly in the Northwest part of Houston, who were likely to require flooring services.
The campaign successfully delivered 18 million impressions, capturing the attention of potential customers who were most inclined to use Express Flooring’s services. Additionally, the trucks strategically navigated routes around major retailers such as Home Depot and Walmart, enhancing competitive conquesting efforts and engaging individuals contemplating home improvement projects. This strategic placement ensured that the message reached consumers at the right moment, emphasizing the convenience and affordability of shopping for new flooring through Express Flooring.
Overall, the campaign effectively communicated to the people of Houston that there was a more accessible and cost-effective way to shop for quality flooring solutions, showcasing Express Flooring as a reliable and innovative choice in the market.
Ryerson University: A Case Study
Source-Movia
The Ryerson Chang School of Continuing Education collaborated with Movia Media Inc. for a one-month campaign that ran from April 17, 2017, to May 17, 2017. The campaign aimed to raise awareness for the university’s continuing education program, situated in downtown Toronto. Their objective was to significantly boost brand recognition among the target audience and achieve a 1000% increase in program applicants from April to May.
Conclusion
These case studies illustrate the diverse ways in which brands have leveraged truck advertising to achieve success. Whether it’s promoting refreshment, showcasing delivery services, creating interactive experiences, telling inspiring stories, or staging high-energy stunts, truck advertising offers a versatile platform for brands to connect with consumers in impactful ways. By tapping into creativity, innovation, and strategic placement, truck advertising continues to be a powerful tool in the marketer’s arsenal, driving brand awareness, engagement, and ultimately, business success.
