For many businesses, fleet vehicles have historically been seen as a necessity—a cost centre required for deliveries, service calls, or staff transportation. However, a growing number of companies are recognising fleet branding as a valuable marketing tool that not only promotes their brand but also generates revenue.
At a recent event for last mile delivery provider ANC, Simon Griffiths, CEO of Who Gives a Crap?, and Lynne Gordon, Business Development Manager at Liberty Signs, highlighted the significant shift towards using electric vehicles (EVs) as rolling billboards, increasing visibility and brand engagement while aligning with sustainability goals.
The Who Gives a Crap? Approach: EVs as Marketing Machines
Who Gives a Crap? is a brand built on purpose-driven marketing. The company, which donates half of its profits to improving sanitation in developing countries, has always focused on unique and engaging ways to promote its products. Initially, branding efforts were centred around eye-catching packaging and digital marketing, but as Griffiths explains, the realisation that fleet vehicles could also be a powerful branding tool changed their approach.
Griffiths shared that their delivery vans, wrapped in vibrant branding and witty slogans, became “1000 times bigger than a roll of toilet paper and [are] seen by hundreds of thousands more people.” This realisation led Who Gives a Crap? to rethink their marketing budget, diverting funds from traditional advertising channels to branded electric delivery vehicles. The move has not only reinforced the company’s sustainability message but also significantly increased brand awareness.
The team at Who Gives a Crap? went a step further by adding humorous and shareable elements to their EVs, including playful slogans like “We’re not just powered by farts” and “Mr. Wipee,” a parody of the Mr. Whippy ice cream truck. This approach encouraged customers to take photos and share them on social media, effectively turning their EV fleet into a viral marketing campaign.
“We challenged our brand team to think about how we might get customers to take a photo of one of these vehicles and share it online,” Griffiths explained. The result? A successful fusion of sustainability, branding, and social engagement.
The Industry-Wide Shift to Vehicle Branding
Lynne Gordon, whose company Liberty Signs specialises in fleet branding, has observed a significant rise in businesses embracing this strategy, particularly as EV adoption accelerates.
“With COVID, vehicle purchasing slowed down for a while, and companies were hesitant about committing to EVs,” Gordon explained. “But now that many fleets are moving forward with their EV transition, they are seeing the branding opportunity and making it a priority.”
She noted that brands like Who Gives a Crap? and other forward-thinking companies such as IKEA and Temple & Webster have capitalised on the visibility of their fleet, using bold, creative designs to generate social media buzz and increase consumer engagement.
“What they’re finding is that they’re getting a huge amount of public attention from their branded EVs,” Gordon said. “Customers comment on them, share them, and it’s almost like the brand is selling itself.”
Why EVs Create a Unique Branding Opportunity
The rise of electric vehicles presents a fresh opportunity for fleet branding for several reasons:
1. Public Curiosity and Perception
EVs are still a novelty on Australian roads, which naturally draws attention. A well-branded electric vehicle stands out, not just because of its striking design, but also because it aligns with the growing consumer interest in sustainability.
2. Silent and Clean Presence
Unlike traditional petrol and diesel vehicles, EVs operate quietly and produce no emissions, making them a more positive presence in urban and suburban environments. This aligns with eco-conscious branding strategies and resonates with customers who value corporate sustainability efforts.
3. Premium Brand Association
As electric vehicles are often associated with innovation and cutting-edge technology, businesses that use them can position themselves as forward-thinking, responsible, and premium brands. Companies that transition to EVs early can benefit from this perception.
4. Increased Mileage Equals Increased Impressions
Branded vehicles are a cost-effective form of advertising, reaching thousands of potential customers each day as they move around cities. With EVs reducing operating costs, companies can run their branded fleet more efficiently while gaining ongoing advertising exposure.
5. Integration with Digital and Social Media Marketing
A well-branded EV isn’t just seen on the road—it also becomes a shareable social media asset. As Who Gives a Crap? demonstrated, adding creative elements to vehicle branding encourages people to take photos and spread the message online, effectively amplifying brand awareness without additional advertising spend.
How Businesses Can Leverage Their Fleet as a Marketing Asset
For businesses looking to transform their fleet into a revenue-generating branding tool, here are some key steps:
1. Invest in Creative and Bold Designs
A basic logo on the side of a vehicle isn’t enough to turn heads. The most effective branded EVs feature bright colours, large-scale branding, and unique elements that make them memorable.
2. Align Messaging with Brand Identity
The messaging on vehicles should be consistent with the brand’s tone and values. Whether it’s a sustainability focus, humour, or premium branding, ensure the design communicates the right message to the target audience.
3. Consider Interactive Elements
Adding QR codes, website URLs, or social media handles to fleet branding can encourage passersby to engage with the brand beyond the initial sighting. Gamification, such as social media contests where people post pictures of the vehicles, can further increase engagement.
4. Choose the Right Routes for Maximum Exposure
EVs used in high-traffic urban areas provide the most value as mobile billboards. Businesses should consider where their vehicles are most visible and even plan routes strategically to maximise impressions.
5. Track Performance and Iterate
Fleet branding should be monitored for effectiveness. This can include tracking website traffic spikes from QR codes, monitoring social media engagement related to vehicle branding, or surveying customers on brand awareness.
The transition to electric vehicles isn’t just about sustainability—it’s an opportunity for businesses to rethink how they use their fleet for marketing. Companies like Who Gives a Crap? have demonstrated how a creative approach to vehicle branding can generate significant brand awareness, engage customers, and even offset the costs of fleet operations.
As more companies embrace EVs, those that leverage their fleets as moving billboards will have a unique advantage in capturing attention, fostering brand loyalty, and ultimately turning what was once just a necessary cost into a powerful marketing asset.
