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Traxx frames allow high definition printed banners to be applied to the side of commercial trailers in a matter of minutes, maximising their promotional potential without the cost or time associated with applying traditional vinyl graphics. Müller set out to use the new liveries to complement a cross-channel campaign on TV and in print to launch the new Müllerlight Greek Style yogurt.

Karine Loutfi, Brand Manager at Müller Yogurt & Desserts, said: “Introducing the new Müllerlight Greek Style yogurt was a hugely exciting and significant milestone for us. We are bringing excitement, innovation and game-changing new products into the market, and by using the Traxx system the Müller fleet is a flexible and cost-effective marketing channel in its own right. The trailers give us an additional 192 movable billboards which will be seen by tens of thousands of people across the country every day.”

THE BRIEF

Müller UK & Ireland operates a busy commercial vehicle fleet with a continuous delivery schedule across the UK, with the sides of each trailer offering huge potential as moving billboards. Because of this, Müller commissioned RGVA to install the versatile quick-change frame and banner system, Traxx, to 96 trailers in 2015. At the start of 2017, the business launched a multi-channel marketing campaign to promote its new 0% added sugar Müllerlight Greek Style yogurt, and was keen for its fleet to play an active role. As Traxx had already been installed, the RGVA team was able to quickly and cost-effectively roll-out the new creatives across the fleet.

QUICK AND SIMPLE

The application process for all 96 trailers took just three weeks to complete, and was carried out at the Müller depot in East Kilbride, Scotland. With the fleet in constant operation, the process required careful co-ordination between the two companies to ensure the work was completed smoothly, efficiently and with minimal disruption. Archie Cameron, Fleet Engineering Manager for Müller at East Kilbride, said: “The guys at RGVA made it a painless process. Though the vinyl for the rear doors required a temperature controlled environment to be fitted correctly, the banners slide on in all weathers. That meant we could complete the job without impacting on the day-to-day operation of the fleet, which was obviously a very important consideration for me.”