Kinetic, trading under the name RoadAds, sources articulated lorries to display adverts on the move throughout the UK. Successful campaigns have included ads for Save the Children, Triumph lingerie and the Radio 1 breakfast show. The company has even helped run a musical campaign for Bruce Springsteen’s latest album, with its lorries’ horns blaring out ‘Born in the USA’.
‘Traditional poster campaigns on static billboards rapidly lose their value as they only impact the same number of regular commuters,’ managing director Nigel Petty explains of Kinetic’s approach. ‘Our truck displays achieve much greater coverage because they are always on the move – on average, one truck generates 1.8 million impacts per month.’
Until now Kinetic Media has grown organically, but an expanding client list and ambitious growth plans have caused them to look for outside funding. This has arrived in the shape of a £250,000 investment from The Capital Fund. A further £150,000 came courtesy of the Small Firms Loan Guarantee Scheme, with the remainder supplied by existing investors.
‘In Kinetic Media, Nigel has created a new advertising medium, and established truck advertising as an integral part of outdoor advertising,’ said Michael Kennedy, investment manager at The Capital Fund. ‘We are happy to provide the right level of financial resources to drive the business forward and to introduce contacts who can help the company.’