Promotional vehicles don’t have to stay outside. While they’re very often used for outdoor events, these mobile showstoppers can work just as brilliantly indoors, drawing crowds wherever they go. That said, indoor brand activations can present unique challenges.
Read on for advice on making your indoor campaign the best it can be, with a promotional vehicle at the heart of the experience.
Consider a vehicle that's easy to handle
If you’re targeting indoor venues, then it’s wise to think about space limitations. A double-decker may be a great mobile billboard, but you’ll find it hard to find a venue that accommodates its sheer size. Most vehicles must also be pushed into place manually, so you’ll definitely want to think about its size and manoeuvrability.
If you want something retro, there’s the VW Camper, Piaggio Ape, Renault Estafette, or the ever-popular H-Van. Alternatively, the modern sampling vehicle and classic ice cream van make serving a breeze, or you could always choose the iconic London cab.
Check out our promotional fleet, select your dates, and then book your vehicle early to avoid disappointment.
Select the right venues for your campaign
The right location makes all the difference. Start by thinking about where your target audience tends to gather.
Shopping centres – With a high footfall at the weekend and a wide demographic of people willing to spend some free time, this is a great option for indoor brand activations. It’s worth noting that some centres restrict certain brands to make life easy for on-site retailers.
Train stations – Let busy commuters grab and go by holding your sampling event at the busiest times. You’ll also have plenty of people waiting on a train, just begging to get involved with a fun experience.
Exhibitions & trade shows – Targeting a specific group? Choose an event that aligns with your brand and company values. A tech expo, fair or summit could be ideal, as long as you can find a way to stand out from the competition and provide real value.
These are just a few examples of indoor venues. For a wider selection of outdoor spaces, our guide to the top sampling locations has you covered.
Design for visual impact
Indoor brand activations should grab attention quickly, so people know at a glance who you are and what you have to offer. This all starts with the vehicle’s wrap. Vibrant logos, text and imagery serve as great advertising, and you’ll want a design that can be viewed from every angle.
But why stop there? Many vehicles, like the Estafette and Piaggio Ape, can be made into brightly lit product displays. With the hatch opened, the right lighting can make these items a key focal point, especially indoors where there’s less natural light.
You could also include a 3D prop or light-up sign, branded storage bins, or standees to make the space your own.
Think of ways to boost engagement
With an eye-catching vehicle in the heart of a busy venue, you’re sure to get noticed. But now you have to encourage people to physically get involved with the experience. Free ice creams, smoothies and yogurts always go down a treat, or you could hand out vouchers for use in-store or online.
Why not try games, competitions or product demo stations? Indoor brand activations are always temperate, making it easy for guests to get involved – whatever the weather.
A warm smile can also make your activation more inviting, and that’s why staff can make all the difference. Brand ambassadors handle the guest experience, while event managers ensure it all runs smoothly. See our campaign staffing guide for details.
Get to grips with logistics
Do you know how you’re going to get your vehicle into the venue and at what time? Very early access times can prove difficult to manage, and there could be issues with the route, entering the property, moving into position, and getting power to your promotional vehicle.
Different venues have different rules and restrictions, so logistics will change accordingly. Battersea Power Station even made us drain the fuel and lay boards before pushing the vehicle into place – all to protect the shopping centre floor!
We provide a driver and an 8-metre power cable at no extra cost, but anything more incurs an extra charge. See how we charge for logistics here, or visit our logistics services guide to learn about the options available.
Start planning your indoor activation
Every project starts somewhere, and while most companies just leave you to it, we offer a range of support articles to help you get started. Our learning centre is bursting with helpful guides, including a rundown of our support services and advice on creating a campaign budget.
Why not hit the ground running with our campaign planning guide? The link below outlines the 8 steps to building an activation that delivers the best results.
