How Dupixent Used an LED Billboard Truck to Own the Streets Around a Boston Convention
Quick answer: In March 2022, Boost Outdoor Media ran an LED billboard truck campaign for Dupixent (Sanofi and Regeneron) around the Boston Convention and Exhibition Center. The truck carried a simple message — "See What's Achievable" — and pointed convention attendees to Booth 1235, looping the streets around the venue, downtown Boston, and Back Bay for two days.
The Campaign: Dupixent at the Boston Convention and Exhibition Center
When a pharmaceutical brand exhibits at a major medical convention, the battle for attention starts long before attendees reach the show floor. Thousands of doctors, researchers, and industry professionals walk the same few blocks between their hotels, the convention center, and downtown restaurants — and that is exactly where an LED billboard truck works best.
For this campaign, the truck displayed Dupixent's "See What's Achievable" creative with a clear call to action: "Join us at the Boston Convention and Exhibition Center, Booth 1235." The same message ran on street furniture nearby, so attendees saw a coordinated presence — the truck reinforced the static ads, and the static ads reinforced the truck.
The Dupixent LED billboard truck next to a matching street-level ad near the Boston Convention and Exhibition Center — the same "See What's Achievable" creative on both.
Where the Truck Ran
Over two days in March 2022, the truck covered the areas where convention attendees actually spend their time:
- The Boston Convention and Exhibition Center (BCEC) — circling the venue itself during show hours, so the message was impossible to miss on arrival and departure.
- Downtown Boston — including the streets around Boston City Hall and Government Center, catching attendees staying in downtown hotels.
- Back Bay and Boylston Street — Boston's busiest shopping and dining corridor, where convention crowds spill out in the evenings.
The Dupixent truck passing the Boston Convention and Exhibition Center, directing attendees to Booth 1235.
Downtown coverage: the Dupixent LED truck near Boston City Hall, reaching convention attendees staying in city-center hotels.
The truck on Boylston Street in Back Bay, where convention crowds head for dinner and shopping after the show floor closes.
Why LED Billboard Trucks Work So Well for Conventions
Short answer: a convention concentrates your exact audience into a few square blocks for a few days — and a mobile LED truck lets you follow that audience everywhere it goes, for a fraction of what official show sponsorships cost.
- You don't need a booth budget to be seen. Official convention sponsorships and premium booth placements can run into six figures. A truck outside the venue puts your brand in front of the same attendees for a small fraction of that.
- The audience is guaranteed. Unlike general outdoor advertising, a convention delivers a pre-qualified crowd — every person walking out of the BCEC that week was exactly who Dupixent wanted to reach.
- It works with your other ads. This campaign paired the truck with street-level advertising carrying the same creative. Repetition across formats is what turns a glimpse into a booth visit.
- The message can change by the hour. LED screens rotate creative, so a brand can promote a morning keynote, an afternoon booth demo, and an evening event on the same truck on the same day.
Planning Your Own Convention Truck Campaign
Short answer: book early, keep the creative to one message and one call to action, and plan routes around where attendees sleep, eat, and walk — not just the venue itself.
A few lessons from campaigns like this one:
- Lead with the booth number. "Booth 1235" was the most important word on the truck. If attendees can't act on your message in one glance, simplify it.
- Cover the whole attendee day. Morning arrivals at the venue, lunch crowds, and the evening restaurant rush are three separate audiences — route the truck to catch all three.
- Match your other advertising. Dupixent's truck creative mirrored its street ads exactly. Consistency across formats multiplies recall.
- Check local rules early. Every city handles mobile advertising differently. An experienced operator handles routing and compliance so the campaign runs without surprises.
What a Convention Campaign Costs
Convention and trade show campaigns with Boost Outdoor Media typically run $1,200–$1,800 per day, depending on the market, hours, and creative needs. Most exhibitors book one to three days covering the peak of the show. Compared to the cost of the booth space itself, it is one of the most efficient line items in a convention marketing budget.
Book a Truck for Your Next Convention
Boost Outdoor Media runs LED billboard truck campaigns at conventions and trade shows across the country — from the BCEC in Boston to venues in Las Vegas, Orlando, Chicago, and beyond. Whether you're an exhibitor driving booth traffic or a brand that wants to reach a convention audience without exhibiting at all, we can build a route plan around your event.
See what mobile billboard advertising costs, explore our trade show and convention advertising page, or contact us to plan your campaign.
Frequently asked questions
How much does it cost to advertise at a convention with an LED billboard truck?
Convention and trade show campaigns with Boost Outdoor Media typically cost $1,200 to $1,800 per day, depending on the market, hours, and creative. Most exhibitors book one to three days covering the peak of the show — a small fraction of what official show sponsorships cost.
Can I advertise outside a convention center without being an exhibitor?
Yes. LED billboard trucks operate on public streets, so brands can reach convention attendees without buying a booth or sponsorship. The truck simply follows legal routes around the venue, nearby hotels, and dining districts where attendees spend their time.
What should the creative on a convention billboard truck say?
Keep it to one message and one action. The most effective convention creative names the brand, states a single benefit, and gives a booth number or location — for example, Dupixent's 'See What's Achievable' creative directed attendees to Booth 1235 at the Boston Convention and Exhibition Center.
Where does the truck drive during a convention campaign?
Routes are built around the attendee's day: the convention center during arrival and departure peaks, downtown hotel districts in the morning, and restaurant and entertainment areas in the evening. For the Dupixent campaign in Boston, the truck covered the BCEC, downtown near City Hall, and Back Bay including Boylston Street.
How far in advance should I book a billboard truck for a trade show?
Book at least two to four weeks ahead. That allows time to finalize creative, plan routes around the venue and hotels, and confirm local regulations for mobile advertising in the host city.
Do LED billboard trucks work for pharmaceutical and healthcare conventions?
Yes — healthcare and pharma brands are among the most active convention advertisers. Medical meetings concentrate thousands of prescribers and researchers in a few blocks, and a truck can carry compliant brand messaging directing them to a booth, exactly as Dupixent did in Boston in March 2022.