Brand awareness – Truck side advertising
Frontline Bathrooms were looking to build awareness of their brand in London and Essex, after opening a brand new distribution centre in the region. With a limited budget, the brief was to raise awareness of the Frontline brand in Essex over a sustained period of 12 months.
Most conventional media options could offer good reach and frequency, but would burn the budget too quickly. Wow’s solution was to book a little known media option to support a more obvious choice. In conjunction with a targeted radio campaign, Media Wow booked billboard-sized ads on the sides of trucks travelling the area’s roads and motorways.
We realized that truck sides allow an advertiser to appear ‘established’ even when new to the region. These lorries deliver to the high street, so are seen at street level by motorists and pedestrians alike. The fact that the ads are mobile, and are seen in different locations, gives the impression that there are more of them than there really are. The fact the booking periods are lengthy, but at a much lower cost per week compared to static 48-sheets, meant we could gain the extended visibility required to meet the brief.
We also knew that people assume that the trucks would be delivering the products shown on the side of the vehicles. This, we believed, would immediately establish Frontline as a successful brand trading well in the Essex area, adding curiosity and desirability to the Frontline brand.
The impact created by these huge roving billboards has been fantastic, according to Frontline: “From the very first day the trucks went live, we were getting great feedback from both the trade and members of the public – this campaign has really helped put Frontline on the map. Media Wow organized everything and kept it nice and simple, and we’re happily extending the campaign well beyond our original plans” (Emma Sturgess, Marketing Manager)
