Global brand activation agency Leo Burnett London invited Promohire to help with a unique and exciting campaign for their client McDonalds. Arc were working on the global #imlovinit24 campaign which involved 24 McDonald’s markets around the world looking to bring moments and acts of joy to consumers in 24 hours. What could possibly deliver a truly memorable brand experience? The Boom Bus Tour of course.
Promohire supplied Leo Burnett London with our open-top double decker bus, featuring a full wrap and bespoke conversion. We had a real challenge to contend with: not only did we have to wrap our double decker bus inside and out to make it look like a 1980’s style Boom Box (complete with cassette deck!) but our Graphic Application Technicians had just two days to do it in.
Not that this was an issue. Our award winning team are used to working under pressure, and the result of their work applying Leo Burnett's designs was visually stunning...
But why the urgency? On the top deck of the Boom Bus, international pop star Jessie J was to perform a surprise live concert. The event details had been kept under very close wraps - even from the lucky fans who were on the top deck with Jessie J for a very intimate and memorable gig experience.
Our conversion expertise ultimately made this possible. Promohire developed a state-of-the-art AV system to make sure that Jessie J’s amazing vocals could be clearly heard by those on the bus. Not only that, the AV system needed to reach out to members of the public as the bus passed by, and those listening and watching the live event feed via YouTube.
This meant devising ways to overcome the possible distortion in sound that could be caused when the bus was in transit, as well as ensuring that the AV system and lighting rigs would have adequate power. We sourced generators, wiring systems and made certain that the entire system was installed safely and discretely - ensuring that it was Jessie J and the McDonald’s brand that took centre stage.
Using buses for mobile advertising is always a high profile and effective marketing strategy - a bus is the ultimate moving billboard and is a fantastic way to deliver a campaign that will get noticed. And this campaign certainly proved to be just that!
Head of Operations at Leo Burnett London said: "Promohire have been highly proactive in response to our client's needs and have really gone the extra mile in terms of developing and creating solutions to what was a complex brief. The bus really looked the part - the wrap looked fantastic and the bespoke A/V systems that Promohire worked really hard to develop, delivered the perfect result on the day - we couldn't have asked for more.
It was great to see our creative idea come to fruition and it was a truly rewarding project to be involved in for all concerned. I would highly recommend the service offered by Promohire - they were easy to approach with a real 'can do' attitude and were totally dedicated to our project from start to finish. We could not have got there without them."
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