INDUSTRY RESEARCH / MOVING OUT OF HOME ASSOCIATION (MOOHA) · 2025

Moving media lifted recall, purchase intent and sales for C4.

An eight-week campaign for C4 Energy built around Knicks game days at Madison Square Garden: +59% ad recall and an 11.6% in-store sales lift.

An illustrated street map of Midtown Manhattan with a swarm zone around Madison Square Garden, between Seventh and Eighth Avenues, and branded taxis, wrapped rideshare cars, box trucks and digital trucks converging on it on New York Knicks game days. — The plan: swarm the Garden on game days, cover the boroughs the rest of the week. Illustration.

52 millionimpressions, adults 18+

+59%ad recallFour times the category benchmark

31%higher likelihood of purchase6.5 times the benchmark

11.6%in-store sales lift

Industry research, not a Vugo® campaign result. Figures as published by Moving Out of Home Association (MOOHA); sources below.

Study: MOOHA brand study: C4 Energy, New York City
Who ran it: Moving Out of Home Association (MOOHA)
Advertiser: C4 Energy (Nutrabolt), with its agency, ODN
Market: New York City: Manhattan and the surrounding boroughs
Plan: Swarm vehicles around Madison Square Garden on New York Knicks game days, cover the boroughs the rest of the week, and lift sales in local stores
Flight: Eight weeks, reported June 25, 2025
Media: Box trucks, digital trucks, wrapped rideshare cars and more than 100 branded taxis, from nine MOOHA members
Measured by: Reveal Mobile, StreetMetrics and Pathformance

WHAT IT MEANS FOR A CAMPAIGN

Game day at the Garden.

The plan centered on Madison Square Garden. On New York Knicks game days, vehicles carrying C4 swarmed the blocks around the arena, so fans on their way in saw the brand from every direction. The rest of the week, the same fleet kept C4 in front of New Yorkers across Manhattan and the surrounding boroughs.

From memory to the register.

The goal was sales, not just awareness: C4 wanted the campaign to show up at the shelf in stores around the city. Measured independently, it moved each step on the way there: people remembered the ads, said they were more likely to buy, and bought more in stores.

Why surrounding a moment works.

A game day puts thousands of fans in a few blocks at a predictable time. Seeing the same brand on a truck, a taxi and the car in the next lane on the way in builds frequency on the street, where there is no feed to scroll past. With swarms, wrapped cars can be brought into a zone around a venue for the hours that matter, and the Event Takeover play is built on the same idea.

Plan the measurement in.

Three independent partners measured C4’s campaign. If brand lift or sales matter to you, choose the measurement partner before launch, so the study is part of the plan from day one.

Explore vehicle wraps →

MORE RESEARCH

What the studies say.

Every industry study of moving out-of-home on one page, with how each was done.

All research →

PUT IT TO WORK

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