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Florida Lottery Truckside Advertising
OAAA Case Study: PeoplePCPeoplePC Truck Brand Study

PeoplePC, a computer marketer, decided to measure the effectiveness of its seven-month truckside campaign; they commissioned The Singer Group, Inc. to conduct a study. They chose the Detroit and Minneapolis markets because they share similar demographic compositions. PeoplePC ran traditional print and broadcast programs in both markets. They supplemented the Detroit media plan with a truckside campaign. Here are some of the key findings from the Detroit market:

  • 30% increase in awareness (50% within target demographic)
  • Nearly double the positive perception of the PeoplePC brand.
  • 56% said that when they see an ad on the side of a truck, they think the company advertising is successful.
  • 67% said that they believe the advertised product is bought and used by their neighbors
"We have some very clear evidence that people think the advertised product is being delivered into the marketplace and that the company is successful", said Steve Singer of The Singer Group. "People don't expect the advertisements on the truck to be for products other than what is inside the truck."

Sources: OAAA and Media Life "Delivering brands by the truck loads"

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