In conjunction with MEC and Kinetic Worldwide we planned an delivered a pan-European truck media campaign to launch the Tom Tom One XL. The campaign ran for three months and travelled over 22 million miles.
The brief was to launch the campaign across Europe on the same day using fleets that stayed ‘in territory’ to allow multi-lingual copy.
Our Solution: The Fleet
Our challenge was to find operators that mainly served national customers so that the adverts were always in the correct country. We also had to ensure the campaign would be kept in first class conditions when travelling the motorways of Europe.
Using our extensive database of fleet operators we identified those companies that could deliver our truck rear format. Our local print partners conducted site visits to all the fleets to ensure that they had the facilities to maintain the adverts. The fleets also needed to be able to provide vehicle tracking metrics to ensure maximum campaign accountability.
The result was 22 million miles of Tom Tom advertising across Europe in the height of the summer holiday period on the major road network of the continent.