Street Tribes™

Mobile billboard advertising vehicles

Case Study

When publishing house Beautiful Books approached Street Tribes™ for a new and innovative on-the-road advertising solution, they weren't prepared for the full spectacle that would be acheived...

The so-called "Meatwagon" utilised many of the Street Tribes™ van's features, including:

  • A stunning, full vehicle wrap
  • Showroom 'performance' with full set
  • Scrolling billboards
  • Sound System
  • Bluetooth transmission


Blood, gore and moving images catch the attention of passers-by outside town bookshop

When we say meet the author - we mean MEAT the author

by Natasha Brown

For this week's Caught In Times we captured this curious lorry in Leamington - and discovered a gruesome tale to tell.

With vivid posters scrolling down each of the lorry's glass sides, and housing what appeared to be a butcher's table with bludgeoned meat and bloody knives, we - along with crowds of passers by - were intrigued as to what this vehicle was and why it was parked outside Waterstones bookshop on Warwick Street.

It turns out the lorry is the first of its kind in britain - and the blood stained table is from the filmset of Jonny Depp blockbuster Sweeny Todd.

Driver Paul Delanet told us he designed the lorry as an innovative advertising tool and hundreds have already been snapped up in China, which his company manufactures them, and America.

But the Liverpool businessman is sure his invention's moving imagery and striking look will now sell itself to British firms looking for a new way to advetise too.

"If you see something moving you look but if it's still, you don't," he said. "I was inspired by scrolling mechanisms used to display adverts on bus stops and looked at new ways these could be used.

"We have been to London and it's very effective, people just stopped and stared and didn't look at the other attractions."

The lorry is currently being used to horror novel "Meat" by Rugby author Joseph D'Lacey. "It is very dark and not for the weak-hearted."

Given the subject of the novel, the lorry has been given the grimly apt nickname - the Meat Wagon.

photo of "meat" author Joseph D'Lacey

"For three weeks in February 2008 I had the pleasure of being a passenger aboard the Street Tribes™ advertising vehicle – a truck we dubbed ‘The Meatwagon’. We toured the UK attending book signings, interviews and talks. Wherever we went, the public stared. The response was phenomenal.

I will always think of Paul Delaney’s innovative vehicle as ‘the truck that launched the book’.

Street Tribes™ organised for the van to be ‘wrapped’ in exactly the same colours and fonts as the novel MEAT. In the glass compartment on the back of this converted Isuzu, they created a gory, eye-catching butcher’s shop scene. On three sides of the vehicle the poster from our adshel campaign scrolled up and down constantly wherever we drove.

It was this constant movement, combined with our chosen piece of rock music that made people look. And look they did. In every street. In every town. If the posters scrolled down, hiding our display, people would stand and wait for the Meatwagon’s secrets to be revealed when the poster rose once more. Even stuck in traffic the Meatwagon grabbed people’s attention.

"meat" book coverPassers-by with Bluetooth enabled received texts from us, directing them to a dedicated website. They would stop, check their message and stare at the van. People smiled, people laughed, people grimaced at our gory display. But everyone noticed us when we drove by. Everyone.

The Street Tribes™ truck is a unique way to attract interest to any product or service imaginable. There’s no doubt in my mind that this groundbreaking vehicle has helped to make MEAT the incredible success is has become.

Paul Delaney is a genius and I’m delighted we had his assistance. Next time we launch a book, this is how we’ll do it!"


Joseph D'Lacey, Author of bestselling novel "Meat"