Burger King is launching a “Truck Drive Thru” campaign in Germany and wanted to target truck drivers. So, how can direct marketing create messaging that can be seen by drivers who are sitting high up in their cabs? By creating a series of cars driving on the highways that have the advertising written on their roofs.
“Hey! You! Up in your truck cab”.
“You look hungry”.
“Do you want to taste a Whopper”?
And the last car with “Follow me” written on the roof invites truck drivers to follow it to the next motorway service area with a Burger King truck drive thru.