Heaps Normal and Who Gives a Crap launched Cheeky IPA (a non-alcoholic beer with a serious mission) using STT Advertising’s mobile billboard advertising across Melbourne to cut through crowded beverage and social enterprise markets. The goal was to build fast awareness for the collaboration and drive sales across retail and online channels.
STT deployed classic mobile billboards (42sqm) on strategic inner-city routes timed to real buyer behaviour—CBD commuter corridors in the morning, shopping districts and specialty retailers midday, and entertainment precincts, breweries and hospitality venues in the afternoon, with weekend coverage around markets, festivals and community events. Creative focused on bold “Cheeky IPA” branding, transparent impact messaging and QR codes linking to purchase options and mission information.
To keep the campaign measurable STT provided GPS tracking, daily photography and audience measurement, with sales correlation to understand what locations and time blocks performed best. The result: stronger brand recognition for both partners, increased awareness in conscious consumer demographics, and a clear sales lift during campaign weeks—showing how mobile outdoor advertising can deliver both commercial outcomes and real-world social impact.