We wanted to find a way to address truckers only – and nobody else. Therefore, we came up with an ambient stunt that only truck drivers with their elevated seating positions were able to see – because our messages were printed on the roofs of eight compact cars. Invisible for everyone… except the target group.

The interacting messages led our truckers directly to a Burger King nearby, where the next surprise was waiting for them: A drive-thru, custom-built for truckers only. Thus, they were able to order, pick up and dig in their Whoppers without leaving their trucks once.

During a one-day promotion, eight compact cars with a continuing message printed on their roofs chased truck drivers in the surroundings of McDonald’s restaurants. After they moved into the lane in front of them to deliver their messages, the last car lead the truck drivers to the next Burger King restaurant. Here, a custom-built drive-thru for truckers only awaited them, so that they could place their order and pick it up without leaving their trucks.

34% more trucks were led to Burger King and our trucker drive-thru – and around the McDonald’s restaurants nearby. The idea was spread among truckers on the highway via CB-radio already while it still took place. And ultimately, we showed truckers that a freshly-made Whopper might be worth a little detour for their next lunch break as well.