Case study · Paul Rigby Volvo · September 2026
Paul Rigby Volvo
Using bus rears to put Paul Rigby Volvo in front of motorists across Wolverhampton.
Case study · 4 min read · September 2026
The Brief
Paul Rigby Volvo wanted to build awareness.
Paul Rigby Volvo wanted to build awareness for its Stafford dealership and let motorists across the local area know it was now open. The challenge was to find an out-of-home format that would put the message directly in front of the right audience. In this case, that audience was already on the road.
The Idea
The thinking behind the campaign was simple.
If you are stuck in traffic behind a bus, there is a very good chance you are going to look at the advert on the back of it. That made bus rears a natural fit. Rather than simply placing the Paul Rigby Volvo message somewhere motorists might see it, the format put the brand directly in front of drivers as they travelled through Wolverhampton.
The Campaign
The creative brought the media placement and the message together perfectly.
If you have to sit in traffic, why not sit in a Volvo?
It was a simple line, but it worked because it acknowledged exactly what the audience was doing at the moment they saw it. Sitting in traffic behind a bus became part of the campaign itself.
Over four weeks, the campaign delivered:
675,000
impacts
4.3 average frequency
Significant local reach across Wolverhampton
Why It Worked
This campaign is a good example of why the right out-of-home format matters just as much as the creative.
Bus rears matched the audience, the environment and the message. Paul Rigby Volvo wanted to reach motorists, and bus rears placed the campaign directly in their eyeline while they were already driving through the target area.
The creative then made the most of that environment. Instead of ignoring the fact that someone was likely to be sitting in traffic, it used that everyday experience as the basis for the message.
Plan your campaign
Planning a Bus Advertising Campaign?
Bus advertising can be a powerful way to build awareness in a specific area, particularly when the audience you want to reach is already spending time on the road. This campaign shows how bus rears can combine significant local reach with repeated exposure, while also giving brands the opportunity to create messaging that works specifically because of where it is seen.
For more information on bus rears, other bus advertising formats, audience reach and what different
budgets can achieve, explore our Bus and Bus Stop Advertising Buyer’s Guide.
