Discount Retail Chain Biedronka's (owned by Jeronimo Martins) transport fleet, which is one of the largest in Poland, will play an additional role in addition to the logistics function, it will be the largest marketing platform with over 1,600 vehicles with a flexible advertising media system.
Biedronka is the first retail store chain in the country to use this system so widely. Truck bodies are huge spaces that are perfect for creative development. Such advertising reaches target groups even in the middle of the road, on the highway, in city centers, in housing estates and everywhere where traditional media cannot appear. Currently, on the streets of the largest Polish cities (Warsaw, Gdańsk, Kraków, Poznań, Wrocław) you can already meet about 900 vehicles and delivery trailers of the Biedronka chain equipped with a modern system of displaying marketing materials,
This is another modern channel of direct communication with the client. The combination of several media makes it possible not only to increase publicity, but also to reach a wider audience. The frame and graphics are resistant to weather conditions and scratches. In transit advertising, the costs associated with the rental of the advertising medium are zero, because it is your own truck tractor trailer.
The introduction of such a market tool will not only promote your own marketing campaigns, but will also provide the opportunity to provide space for other contractors or entities. The first campaign to appear on mobile media was the "Ale Tydzień!" Currently, the fleet is equipped with two image campaigns: Marletto ice cream and Czas na Grill. The carriers can be changed quickly and flexibly, if necessary, e.g. in connection with specific holidays or a special offer or a given advertising campaign. Such a comprehensive change of the promoted campaign takes place in less than 2 weeks.
'As the largest retail chain in Poland, Biedronka introduces flexible advertising media systems to its fleet. At the same time, it will be the most extensive platform of this type in Poland, allowing us to optimize the use of stationary advertising media and reach a wider audience who will not be reached by traditional stationary advertising', says Michał Suchecki, operational marketing manager at the Biedronka network.