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Müller’s quick-change trailer ad campaign

East Kilbride, Scotland: Müller has rapidly re-vamped the livery of 96 of its UK trailers to promote a Müllerlight campaign using Traxx frame and banner system that makes commercial vehicles a viable advertising tool.

The aluminium Traxx frames were originally fitted to the 13.6 metre Gray & Adams trailers in 2015 by vehicle graphics specialist RGVA.

Müller has rapidly re-vamped the livery of 96 of its UK trailers to promote a Müllerlight campaign using Traxx frame and banner system

The system allows high definition printed banners to be applied to the side of trailers in a matter of minutes. This provides a cost-effective way to maximise each trailer’s promotional potential, without needing to apply traditional vinyl livery across the entire vehicle.

The truck-side adverts have been specifically designed to complement a cross-channel campaign on TV and print to launch the dairy company’s Müllerlight Greek Style yogurt.

Karine Loutfi, brand manager, Müller Yogurt & Desserts, said “using the Traxx system the Müller fleet became 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 trailers also have new rear door vinyl graphics – applied by RGVA’s expert team and printed on 3M Scotchcal IJ40-10 series film with 8030G laminate – helping to ensure the new campaign is visible from behind the vehicle.

The application process for all 96 trailers took 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 co-ordination between the two companies to ensure the work was completed with minimal disruption.

Archie Cameron, fleet engineering manager, Müller, said: “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.”

RGVA is an official distributor and installer of Traxx. The aluminium frame allows ripple free, high-definition printed banners to be applied to the side of commercial vehicles in as little as 15 minutes. Each Traxx banner is made using a 450gsm base fabric, with the design printed using UV inks on an EFI Vutek HS Pro printer.