How Local Businesses Can Outshine National Brands
with AdVan Campaigns

In today’s competitive retail landscape, local businesses often find themselves squeezed out of traditional advertising spaces dominated by national chains with big budgets. But smart marketing isn’t about outspending — it’s about outmanoeuvring. 

That’s where AdVan Campaigns come in

We were approached by the owner of Bettinsons, an established kitchen design and installation firm based in Leicester. They had noticed an increase in TV advertising from a major national competitor with a prominent showroom at St. George’s Retail Park, Leicester — a clear sign that the competition was ramping up.

In the past, Bettinsons had used newspaper advertising, but with declining readership and a shift to digital content, they were looking for a new, impactful way to engage customers — specifically in their hometown of Leicester.

Bettinsons wanted a high-visibility campaign but without the high cost of television advertising.

That’s where we stepped in

Our creative team developed a high-end advert for our digital Triple-Sided AdVan, including actual video footage from Bettinsons’ showroom combined with bold, clear messaging.

The use of motion video on our mobile LED screens ensured maximum visibility, even in busy traffic areas of the retail carparks.

We worked closely with Bettinsons to identify key competitor locations in Leicester and developed a custom route for the AdVan to drive. The campaign ran over the busy May Bank Holiday weekend — a smart move that helped them tap into increased local foot traffic.

The results? Bettinsons loved the new ad and the route planned for them. The campaign really stood out. We had people standing in front of the screens looking at the ad in detail and sometimes even engaging with our AdVan driver.

The campaign was well received and viewed by thousands of people on the day.

Unlike traditional media, AdVans/DigiVans offer flexible, location-specific targeting and a dynamic presence — without the long lead times or high production costs of TV or print. They’re ideal for local businesses wanting to reach their community directly, with a message that moves.