When Leap Motor needed to introduce their innovative ultra hybrid vehicle range to Melbourne’s urban market, they deployed digital mobile billboards throughout the CBD. The high-impact campaign successfully raised brand awareness and drove showroom visits, demonstrating the power of mobile outdoor advertising for automotive launches.
The Challenge
Leap Motor faced the challenge of launching a new automotive brand in Australia’s competitive vehicle market. As a relatively unknown player competing against established manufacturers, they needed an advertising solution that could:
- Build immediate brand awareness in Melbourne’s premium automotive market
- Showcase their ultra hybrid technology to urban commuters
- Target environmentally-conscious CBD professionals
- Drive traffic to showrooms and test drive bookings
- Deliver measurable launch campaign results
The Solution: High-Impact CBD Mobile Billboard Campaign
Leap Motor partnered with STT Advertising to deploy LED digital billboard trucks throughout Melbourne’s CBD during a strategic launch campaign.
Campaign Highlights
Strategic CBD Route Planning The digital mobile billboards targeted Melbourne’s busiest commercial and retail areas:
- Morning Routes (7am-9am): Major CBD arterial roads, Flinders Street, Collins Street, capturing commuters entering the city
- Midday Routes (11am-2pm): Bourke Street Mall, Swanston Street, business districts during lunch crowds
- Afternoon Routes (3pm-6pm): Peak hour traffic on key CBD exits, Southbank, Docklands
- Evening Routes (6pm-8pm): Entertainment precincts, South Yarra, Chapel Street targeting affluent demographics
Dynamic Digital Content LED mobile advertising displays featured: – Stunning vehicle imagery showcasing the ultra hybrid range – Key technology features and fuel efficiency claims
Multi-Week Campaign Presence The campaign ran over multiple weeks, building sustained awareness during the critical launch period and maintaining visibility as showrooms opened
Comprehensive Tracking STT Advertising provided GPS tracking data, daily photography, Mobilytics audience measurement, and showroom traffic correlation to measure campaign effectiveness.
Why CBD Coverage Mattered for This Launch
Leap Motor was entering a market dominated by established manufacturers with decades of brand recognition. Rather than compete on TV ad spend, they needed visibility that matched where car buyers actually make decisions — during the commute, near dealerships, in the suburbs they’re considering settling into. STT’s CBD routes put the Ultra Hybrid range in front of exactly that audience, at the exact moment awareness turns into a showroom visit.
The format mattered too: static billboards can’t rotate through multiple vehicle colours, trims, and feature callouts the way a digital display can — important when you’re introducing a range, not a single model, to a market that’s never heard of the brand.
Get Started
Launching a new vehicle brand into a crowded market is a different problem to filling a job vacancy or promoting a beverage — it needs sustained, premium visibility that builds credibility over weeks, not days.
Planning a vehicle launch in Melbourne’s CBD? Call 1300 289 788 to talk through route planning and campaign timing with STT.