Specialty Retail
Floor & Decor.
Floor & Decor opened in Dorchester and Waltham at the same time, and needed Greater Boston to know it. A multi-truck fleet ran the retail and home-improvement corridors between the two stores with one message: now open, free design services, low-price leader.
Client
Floor & Decor
Sector
Specialty Retail
Markets
Greater Boston
Duration
Opening flight
Year
2022
Two openings, one metro, zero waste
A store opening is a deadline media problem: awareness has to exist in the trade area on a specific date, and a flooring purchase only happens when a project is live. The buy had to blanket homeowner and contractor corridors on both sides of the metro at once.
Run the corridors between the stores
Six wrapped trucks split the metro: Dorchester routes south and east, Waltham routes west along the home-improvement retail strips, converging on shared commuter arterials at peak.
Creative carried the category promise — tile, wood and stone at the low price — with the opening message and both locations on every side.
The market knew by opening week
The fleet delivered saturation frequency across the target corridors through the opening period — the row of wrapped trucks in the photography above is the actual Boston fleet staged for launch.
The numbers
What it moved.
- 2
- Store openings launched
- 6
- Trucks in the Boston fleet
- 16M
- Verified impressions
- 2
- Sides of the metro covered daily
Impressions are GPS-logged at fifteen-second intervals and third-party audited. Lift figures are measured against demographically matched control markets with no fleet presence.
On the road
The fleet in service.
Floor & Decor wraps photographed across live routes — the same vehicles our GPS logs were counting.
Both trade areas saw the opening message daily for the entire flight — a launch you could not miss on the road.
Campaign Team — Advertising Wheels
More work.
All projects
Fifth Third Bank
A checking-account drive that turned highway miles into measurable branch traffic.
Read case study
Hertz
Truckside ran as the primary top-of-funnel tactic and reversed a five-year eCommerce decline.
Read case study
Nationwide
Mobile billboards became the highlight of Nationwide’s market presence — and are still talked about today.
Read case study