Wondering if you should buy or hire your campaign vehicle? Each option comes with a host of benefits, and the right choice depends on your goals, budget, and how often you plan to hit the road.
That’s why we offer a more flexible service, so you can buy or hire to suit your needs. This blog weighs the options and discusses past projects, so you can decide what’s best for your brand.
We believe it’s the best option for most brands, especially those just testing the waters.
1. You're running a short-term campaign
Hiring is ideal when you’re running an event over just a few weekends. It provides a perfectly branded, moving billboard for the duration of your campaign – and no longer. That way, you aren’t stuck with a unique campaign vehicle you no longer need.
2. Flexibility is important
Hiring means you’re able to run a sampling campaign one season, then hold a bigger, more experiential event the next. You can also see what worked and adjust the format over time, without any kind of long-term risk.
3. You don't want the commitment
Hiring a campaign vehicle is nearly always more cost-effective than buying outright. You won’t have to worry about who will wrap your vehicle, and there are no storage or maintenance concerns either, because we'll handle it all on your behalf!
We provide vehicle hire services to some of the biggest brands, including Starbucks, SHEIN, Universal and Amazon.
Barebells (below) opted for annual vehicle hire so they could take to the road over an extended period, but still have the flexibility to change things up the following year.
QV Skincare, an Australian brand, were glad to hire thanks to the challenges of being across the world. This plan worked brilliantly, as they can now pick an even bigger vehicle for their next activation.
Here’s why some brands choose to buy instead of rent…
1. You’re experienced with promotional vehicles
If you’ve hired a vehicle before and know what works for your brand, you may want to own it outright. This way, you’ll always have it secured for your brand. And for unique or oddball vehicles, it’s a great way of ensuring your competitors never have access!
2. You have an extended campaign or roadshow
Promotional campaigns last anywhere from a single day to several months. But if you’re planning something even longer term, buying may be the better option. Remember, once you own the vehicle, you’ll also need someone to drive and maintain it!
3. You need a permanent branded asset
If you plan to turn the vehicle into a long-term experience space – like a mobile showroom or food truck – then buying might make sense. You can simply wheel it out and engage with your audience, without having to book it in advance.
Sage decided to buy their custom ice cream van so they could visit all kinds of venues, including indoor activations, without being fully reliant on a hire company.
Apetito rented an Airstream for a 3-month campaign. Once they understood its long-term value, they decided to make the Airstream a permanent marketing tool.
Häagen-Dazs also wanted a permanent ice cream van, so it could be taken out whenever they had a spark of inspiration!
By hiring first, you overcome the biggest challenges and put your activation in the best position possible. Here’s why hiring first is such a smart move:
The overall cost – Sourcing a promotional vehicle can be off-putting, and you may end up spending up to £100,000! Hiring for a year costs around a third of that. If you do choose to buy, we can offer flexible payment options via direct debit.
Lead times – Do you have a grand idea about building a vehicle? Be aware that most builds take at least three months to complete. A permanent purchase will usually take longer as the quality must be higher. So, you’ll have to factor this time into your plans.
Long-term clarity – Buying before you’ve mapped out your campaign can backfire. We’ve seen brands invest in a vehicle, only to change direction a few months in. Selling the vehicle after that isn’t easy, as modifications can reduce its resale value.
Given the expense of buying outright, why not check out the cost of hire first?
Head over to our budget calculator to get an on-screen estimate, and visit our guide to extra campaign support costs to see how we charge for additional help.
Whether you rent or buy, we’re with you all the way! We simply want you to get the best value for money and make the decision that’s right for you.