HP Sauce and Movember - case study

Promohire was thrilled to be approached a second time by creative agency BD London to support the annual ‘Movember’ campaign. In the previous year, our iconic H-Van had the pleasure of serving up 3900 ‘Manwiches’ nationwide – all to help raise awareness of men’s health issues and generate sponsorship. But how could we top the previous year? It was time to introduce the brand to our star studded vehicle, all the way from Hollywood….

The Aeromate Utilimaster started its life as a US delivery van but found fame in movies ‘Men in Black’ and ‘Dumb and Dumber’. Promohire found it languishing at the back of a film studio and knew we had to snap it up. We lovingly restored the vehicle knowing it was still destined for great things. As the only Utilimaster carrying out promotional work in the UK, we knew it would be the perfect choice for this month long fundraiser.

We transformed it into Mo Tor, and got this vehicle ready to appear in its first adventure this side of the pond. Firstly, we needed to convert the Utilimaster into a fully functional, mobile catering unit. This involved starting right at the beginning, and we installed the basics such as electrics, sockets, lighting and running water, before moving on to facilities such as the hatch, large double grill, fridge, freezer and worktops. The vehicle also featured an urn (got to have a cuppa with your bacon sarnie) plus plenty of under cupboard storage space.

Once the conversion was complete, we could then begin the external wrap for the vehicle. The famous HP sky blue design was carefully applied by our technicians to create a stunning result. Our team had just one day to transform the plain white van into something that would grab attention and take its position at the very heart of the sampling campaign. Not only were the chefs cooking up delicious bacon sandwiches, the vehicle was also the perfect base for storing all the promotional Movember goodies that supported the events throughout the UK during November.

Complete with the moustache (naturally), Mo Tor did a great job supporting the experiential events scheduled for Movember. Not just filling hungry tummies, our vehicle also showcased the brand and helped to create memorable moments. As with any experiential event, the aim was to achieve a high level of engagement. The campaign certainly got people talking, and delivered record breaking social media results.

Richard Clark, Promohire’s MD said “We learnt that HP helped Movember to raise £80million, and we felt really honoured to be a part of that fantastic achievement. Our vehicles are not only practical but they also add an exciting dimension that draws in crowds and creates a wow factor. This was the Utilimaster’s first job since bringing it back from the US, and everyone was delighted with how it performed. After all, with its Hollywood credentials, it was always going to be an impactful debut! It was the perfect choice for the brand, and helped give this campaign the attention it deserved”

Joanna Moore, Account Manager at BD London followed up with “Thank you to Promohire, we really do appreciate all the hard work you put in - you definitely went above and beyond. Our campaign was a real success!”

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