November 2018 saw the launch of Pretty Little Thing’s new truck advertising initiative, which featured 100 13.5-metre trailer lorries adorned with eye-catching graphics taking to the nation’s roads to spread the brand’s message.
The project was the latest in an ongoing collaboration between PressOn and truck advertising specialists In Your Space. Together we worked to fulfil the retailer’s vision and get the vehicles ready for their role in the campaign, brightly adorned with colourful and imaginative artwork of unicorns with Pegasus wings.
The campaign is a shining example of the power and impact of truck media, and is demonstrative of a new surge in popularity of this kind of outdoor advertising – particularly for online brands and retailers.
Who are Pretty Little Thing?
Pretty Little Thing is one of the fastest-growing online fashion retailers in the UK. Now owned by parent company Boohoo, the company was founded in 2012 and became hugely successful after celebrities and influencers such as Miley Cyrus, Nicki Minaj and Rita Ora were seen wearing their products.
The project
Here at PressOn we’re certainly no strangers to quick turnaround times, and on this project we had to work fast. The artwork was printed on polymeric 5-7 year vinyl using our HP Latex 3600 printer before being applied to the vehicles – some of which had to be ready to return to the road within 48 hours of our receiving the artwork.
In total we printed some 8,000 square metres of vinyl for the full fleet of trucks – vinyl which will now stay on the vehicles until next winter and help to powerfully increase the brand awareness of Pretty Little Thing.
The fashion company wanted to create a sense of ubiquity for their brand, and with the newly adorned lorries between them covering over 1.2 million miles a month they are very likely to put their messaging in front of huge numbers of eyes.
PressOn and In Your Space
PressOn have worked with In Your Space (IYS) since 2008, when IYS founder Jonathan Bramley was introduced to Andy (one of our managing directors) through a personal recommendation.
In Your Space needed a print supplier who were responsive and who could meet challenging print projects with extremely fast turnaround times. PressOn turned out to be the perfect fit, bucking the trend of other print suppliers who would take weeks to process briefs and artwork.
In Your Space regularly rely on PressOn for a turnaround of around 3-4 days, from first contact to installation – and the Pretty Little Thing project required an even faster turnaround, which PressOn were able to handle confidently.
Why truck advertising?
Truck advertising is one of the most impactful forms of outdoor advertising, in that it targets an audience who are traditionally very hard to reach – motorists. It offers a unique way to promote a brand to the millions of consumers who use the motor network in the UK every week, and for business who provide ‘everyday’ products and services, it can be one of the best ways to reach a captive audience.
It’s particularly effective for online brands like Pretty Little Thing, who identified this channel as one of the most effective ways to improve their brand reputation. Truck media isn’t static, and motorists viewing the adverts often have a much larger window of time – and increased attention span – when viewing branded vehicles.
This collaboration is far from the first work PressOn have completed for a modern fashion retailer (just take a look at our case study for RIXO’s London pop-up!), but it’s particularly exciting to have had the opportunity to print a series of truck wraps for Pretty Little Thing.
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We were proud to be a part of such a creative and inspiring project that is sure to spark the imaginations of shoppers everywhere. With truck advertising such an under-utilised and cost-effective form of advertising, this campaign was a shrewd move by Pretty Little Thing.
For more information on how PressOn can help transform your own campaign, simply head to our ‘contact page’ and get in touch – our expert project managers will be more than happy to assist you!
