Using a high performance, sustainable wrap film from 3M, BT has wrapped a number of its small vans to promote its new BT Sport service.
More than 160 BT service vans, fully wrapped in BT Sport livery, made up an important and eye-catching part of the campaign to reflect the company's image and reputation on the road.
The vehicle wrap used colours and graphics consistent with the AMV BBDO cross-media campaign, featuring the BT Sport logo in full colour and the key messages “Great Sport Happens Here” and “Free with BT Broadband”.
BT commissioned its livery partner Stewart Signs to work with AMV BBDO and BT Fleet to handle the printing and application of the wraps. Work took place at three Stewart Signs service centres plus some BT Fleet workshops.
“Time was tight. A fast turnaround was needed, as there was only a short time between the completion of the design work and the start of the campaign,” said Gary Stanley, marketing manager at Stewart Signs Ltd.
“Moreover, like any business, BT cannot afford to have large numbers of vehicles out of service for long periods. The fact that we have service centres across the country and were able to come to BT’s own premises was of great value to the client. Our efficient coordination of the overall operation helped get the vans back in service quickly and so minimised disruption to BT’s activities and – ultimately – its customers.”
To produce the BT Sport van wraps, Stewarts used 3M latest high performance wrapping film with a sustainability edge.
Envision Print Wrap Film 480Cv3 and Envision Gloss Wrap Overlaminate 8548G from 3M were selected without hesitation. Launched in Europe in June, the Envision Wrap Film has achieved award-winning status, claiming Best Environmental Substrate at the European Digital Press Awards 2013.
The high-quality film not only boasts higher performance, it also offers significant sustainability benefits. The film is non-PVC so releases fewer toxins. It is also free of phthalates, which reduces issues with incineration at end of life. The film is produced using bio-based materials, and with less solvent and no added chlorine or other halogens.
During production of the BT Sport van wraps, Stewart Signs took advantage of their investment in several latex non-solvent digital printers, and also performed the overlaminating of the graphics to withstand wear and tear for the lifetime of the campaign. As an experienced specialist, serving top brands operating large fleets of vehicles, Stewarts also produced a detailed application manual to ensure the graphics were fitted to exactly the same standard in all locations.
Around 108 out of approximately 168 BT plc service vans have been wrapped to date. According to the Stewart Signs fitting teams, handling Envision Wrap Film 480Cv3 is much easier and application time is around 25 per cent quicker than comparable films, helping to reduce van downtime and application costs for the customer.
Commenting on the choice of wrap film for the BT Sport fleet livery, Geoff Wileman, senior buyer at BT Fleet, said, “We chose 480Cv3 Film by 3M because it supported our CSR policy and didn’t cost the earth.”