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Kinetic Media raises £900,000 to get Trucking – Next Stop: Red Nose Day


Kinetic Media, Europe’s leading truck advertising company, has raised a total of £900,000 from The Capital Fund, a £50 million venture capital fund which backs fast-growing, small and medium-sized enterprises in Greater London, a Small Firms Loan Guarantee Scheme loan from Lloyds TSB Bank, and the company’s existing investors. Trading under the brand name ‘RoadAds’, Kinetic sources articulated lorries to display adverts ranging from lingerie to rock icons, such as Bruce Springsteen. The ads are a key part of advertising campaigns for Kinetic’s impressive client list which includes Triumph, Sloggi, Sony, Save the Children, Kelloggs, Unilever and Greenflag. The next Kinetic Media campaign hits the road on Friday 4 March for Red Nose Day, when a 45ft long truck will display posters of Chris Moyles’ Red Nose Rally for BBC Radio 1’s Breakfast Show, en route from John O’Groats to Lands End. The full colour graphics feature Chris Moyles as a Red Nosed Superhero and are 45ft long by 10ft high.

As well as sourcing trucks, from fleet operators, for regional, national or european campaigns, Kinetic Media organises printing and maintenance of the massive display adverts. The trucks displaying the adverts can be tracked with the latest technology to provide live and accurate impact updates to make the media accountable for clients.

Nigel Petty, Managing Director of Kinetic Media, said:
“Traditional poster campaigns on static billboards rapidly lose their value as they only impact on the same number of regular commuters. Our truck displays achieve much greater coverage because they are always on the move – on average, one truck generates 1.8 million impacts per month. The trucks can also be used in areas with a shortage of poster sites, such as Newcastle where we ran a successful live broadcast support campaign for Chris Moyles and BBC Radio 1’s Breakfast Show. The very fact that we are using a vehicle sometimes inspires the image – we have carried images of children in crates for a Save The Children ad against the illegal transporting of children. We also do ‘musical lorries’ – when we advertised Bruce Springsteen’s album we adapted the horns so drivers could play part of ‘Born in the USA’.

Mr Petty commented on the company’s future plans:
“Until now Kinetic Media has grown organically, without external funding, but our client list is expanding rapidly and we have ambitions to grow the business significantly. The Capital Fund has provided the vital capital injection we need to expand Kinetic Media across Europe. The £250,000 investment from The Capital Fund leveraged a further £150,000 from the Small Firms Loan Guarantee Scheme who invested alongside our existing investors. We are grateful to the Fund for filling our ‘equity gap.’”

Michael Kennedy, Investment Manager at The Capital Fund, said:
“The Capital Fund is confident that Kinetic Media will be a huge success. Kinetic has a strong management team led by a great innovator who is both creative and extremely adept at commercially exploiting his ideas. Nigel Petty has successfully implemented a number of ingenious concepts, including the world’s largest ad display on Fort Dunlop in Birmingham, for Ford, and wrapping Selfridges in a massive banner. In Kinetic Media, Nigel has created a new advertising medium, and established truck advertising as an integral part of outdoor advertising. The Capital Fund is happy to provide the right level of financial resources to drive the business forward, as well as introduce contacts who can help the company.”

PHOTOS AVAILABLE ON REQUEST
Displays on Kinetic Media trucks for: Red Nose Day, Triumph lingerie, Bruce Springsteen and Save the Children campaigns.

PRESS RELEASE ENDS

NOTES FOR EDITORS
1. THE CAPITAL FUND
Press enquiries to: Margaret Henry, PR Manager.
Tel: +44 (0)1865 811127 Email: m.henry@oxin.co.uk
Launched in 2002, The Capital Fund is a £50 million venture capital fund which backs fast-gro


Publisher Contact Information:

The Capital Fund
+44 (0)1865 811127
m.henry@oxin.co.uk

Company profile of The Capital Fund
Past press releases of The Capital Fund.

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