THERE was a time when anything sold ‘from the back of a lorry’ was a synonym for goods of dodgy provenance.
But that’s not the case with Hertfordshire-based leasing broker, LCV Leasing.com. The specialist commercial vehicle broker is advertising its van leasing deals on the back of a lorry.
The innovative advertising programme has been devised by Driven Media – a company which appeared on Dragons’ Den and won backing from one of the Dragons. Driven Media turns commercial trucks into mobile billboards, using a digitally printed full colour premium vinyl wrap.
The company claims that each trailer is seen by 55,000 people each day.
Stuart Gazeley, sales director at LCV Leasing.com, said:
“We wanted to raise our profile in the local business area around our Hemel Hempstead base. The lorry carrying our marketing message only moves around the Hertfordshire, Bedfordshire and Buckinghamshire county areas so it really helps promote our brand, just where you might not expect it – on the back of a lorry!”
A GPS tracker inside the cab tracks the mobile billboard and how many miles it has covered with the LCV Leasing.com message. Driven Media says that on average its trucks travel 150 miles per day.
Ed Hollands, managing director and founder of Driven Media, added:
“Truck advertising is very simple. It uses a medium that reaches people when they are most responsive to advertising because they cannot do anything other than drive. The results are high impact campaigns with a 97% recall rate.”
The LCV Leasing.com’s back of a lorry advertising programme will run for 12 months.
Ralph Morton is the leading journalist in the leasing broker sector and editor of Broker News, the website which provides information and news for BVRLA-registered leasing brokers. He also writes extensively on the fleet and leasing market in both the UK and Europe.