Van Monster, a leading name in commercial vehicle sales across the UK, recently launched a high-impact local advertising campaign to promote the opening of their new Glasgow showroom. To reach their target audience directly, they partnered with Gorilla Media and used one of the most eye-catching advertising formats available: the advan.
Rather than relying on static signage or digital impressions, Van Monster took their message to the streets. The mobile billboard was booked using Gorilla Media’s new online tool, allowing the brand to plan the entire route, select high-traffic areas, and track the advan in real time. The goal was clear. Reach hard-working tradespeople, van drivers, and small business owners where they spend their time.
Why Van Monster Chose Gorilla’s Advan Campaign
Van Monster knew that to stand out in a competitive market, they needed more than just great graphics. They needed visibility in the right places at the right time. That meant getting in front of their audience in real life. The advan was the perfect format for this, offering a highly visible, mobile platform that could drive through trade hotspots and park outside strategic locations.
Their campaign focused on reaching “White Van Man” – independent tradespeople and fleet drivers who are most likely to need reliable commercial vehicles. To speak directly to them, the advan visited trade counters, industrial estates, and crucially, local builders merchants. These are the places where tradespeople go to pick up supplies, meet colleagues, and discuss projects.
By targeting builders merchants, Van Monster placed their advertising right at the heart of the action. These locations have constant foot traffic from their target audience and provide an ideal moment for brand recall, especially when paired with professionally designed, high-impact visuals.
Targeting People Where They Eat and Work
One of the more creative aspects of this campaign was its decision to include food stops as part of the route. The advan was seen outside popular cafés and roadside stops known for serving excellent bacon butties. These aren’t just any food spots. They’re the go-to breakfast places for tradespeople across Glasgow. Whether grabbing a quick bite before heading to site or meeting a mate before the day starts, the bacon butty café is a regular morning ritual for many.
This kind of placement makes the campaign memorable. Seeing a branded advan while queuing for a bacon butty creates a natural moment of engagement. It doesn’t feel forced. Instead, it becomes part of the everyday environment, delivering the brand message without interrupting the routine.
With a mix of stops outside builders merchants, retail parks, and local breakfast spots, the campaign captured attention across multiple relevant touchpoints. It was smart, targeted, and designed to connect with a specific audience in a real, relatable way.
Using Gorilla Media’s Online Booking Tool
Van Monster’s campaign was also the first to be planned and booked entirely through Gorilla Media’s new online platform. This tool gives clients the ability to choose their campaign dates, map out their ideal route, and track the advan live throughout the campaign period.
This level of control and transparency is especially useful for brands targeting B2B audiences. It helps them optimise performance, understand their exposure, and build future campaigns using real data. For Van Monster, this meant knowing exactly where the advan had been, how long it stayed in each area, and which spots drew the most attention.
It also made the process simple. From creative upload to location planning, everything was handled through one user-friendly dashboard. This reduced admin, improved speed to launch, and gave the team full confidence that their campaign was in the right hands.
Results That Matter
Mobile advertising works best when it reaches the right people. By appearing at builders merchants, along major trade routes, and outside popular spots for bacon butties, this campaign achieved exactly that. It blended visibility with relevance, showing Van Monster’s message in the places where it would be most impactful.
The campaign generated strong brand recognition, footfall to the new showroom, and valuable online interest. It proved that even in a world filled with digital noise, a well-planned physical campaign still gets people talking.
Take Your Brand Out on the Road
If you’re trying to reach a professional audience, particularly in trades, logistics, or construction, a mobile billboard campaign could be the answer. Gorilla Media’s advan solutions are designed to help your brand get noticed in the places your customers already are.
Whether it’s a campaign outside busy builders merchants, or a cheeky stop for some hot bacon butties, we’ll help you plan the perfect route and deliver real, measurable results.
You can learn more or book your next campaign directly at Gorilla Media. The road to visibility starts here.