How Dan Murphy’s used branded vehicles to take on competitors


Online shopping is the new frontier for brands, and tapping into branded vehicles is the perfect way for businesses to get ahead of competitors.

Last year, the pandemic caused a boom in ecommerce with Australia Post delivering more than 52 million parcels nation-wide in December, a 20% year-on-year increase. Online shopping is expected to reach the same heights this Christmas, or more, as COVID-19 restrictions linger around Australia.

Wrappr, which launched in 2019, lets businesses brand local people’s vehicles and has worked with brands such as Dan Murphy’s, Jimmy Brings, and Deliveroo.

Wrappr co-CEO Liam Shaw says using branded vehicles allows marketers to connect with consumers in a unique way while also letting them know about a brand’s delivery service.

“Marketers will be battling to ensure that they outperform their competition for delivery salience to maximise their share of the 52 million parcels, but at the same time will need to build trust with consumers that they can deliver on time,” Shaw says.

“When choosing media channels for delivery, the ‘medium is the message’ theory underscores the importance of choosing a channel which carries with it a trustworthy delivery message.

“As soon as you see a wrapped branded van drive past, you know immediately that the brand does delivery. It’s a level of cut-through that cannot be achieved with TV, traditional OOH or online, because of the depth of meaning that comes with having your own branded van. This is a new media format too, so audiences aren’t expecting it. This allows us to deliver unique and creative campaigns.”

Dan Murphy’s tapped into this opportunity last Christmas to educate consumers about its new delivery option. The alcohol retailer engaged Wrappr to deploy branded vans across Australia which were also used in its Christmas TVC campaign ‘Holidays Handled’.

Dan Murphy’s was able to increase awareness of its delivery service, with the vans generating more than 275,000 additional customers, according to smartphone detection technology.

Wrappr also reports that more than 13 million impressions were generated by Dan Murphy’s branded vans during the two-month campaign and results from an independent study found people who saw the vans were six times more likely to visit a Dan Murphy’s location.

“Using Wrappr meant that we could bring this creative idea to the suburban streets of Australia, and spread that Christmas joy seen in our ads in everyday life,” says Dan Murphy’s marketing manager, brand and discovery Sarah Tencer.

“Not only was it a unique ad format that helped us gain further cut-through in the market, but we also gained great traction for subliminal delivery branding as our audience who saw these assets interpreted the vans as our delivery service.”

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