Elegant and eco-friendly
For its new BT Sport TV service, encompassing BT Sport 1, BT Sport 2 and ESPN, BT entrusted vehicle livery specialist Stewart Signs with the task of wrapping its BT Sport service fleet of vans.
Around 108 of the 168 service vans have so far been wrapped using 3M’s award-winning non-PVC Envision Print Wrap Film 480Cv3 with Envision Gloss Wrap Over-laminate 8548G.
BT worked with marketing agency AMV BBDO to create the ‘Great Sport Happens Here’ co-ordinated UK-wide campaign, using TV, print and outdoor media, with the fully wrapped BT Sport livery making an important and eye-catching contribution to the campaign’s success and reflecting BT’s image and reputation on the road. The vehicle wrap used colours and graphics consistent with the agency’s cross-media campaign and featured the BT Sport logo in full colour, plus the key marketing messages ‘Great Sport Happens Here’ and ‘Free with BT Broadband’.
Stewart Signs, a long-term and trusted BT livery partner, worked with AMV BBDO and the BT Fleet organisation in the printing and application of the van wraps, which took place at three Stewart Signs’ service centres and some BT Fleet workshops. The wraps used 3M’s Envision film and over-laminate that provided a powerful sustainability edge and complemented BT’s CSR policy but at an affordable cost. The film was chosen unequivocally for the project and added to the successes Stewart Signs has enjoyed during a 50-year partnership with 3M.
Having won ‘Best Environmental Substrate’ at the 2013 European Digital Press Awards, Envision Print Wrap Film 480Cv3 with Envision Gloss Over-laminate 8548G from 3M proved its outstanding environmental and production-related capabilities. This high-quality cast film can boast not only higher performance by comparison with other vehicle wrapping solutions but also significant sustainability benefits too As a non-PVC film, it releases fewer toxins and is free of phthalates to reduce issues with incineration during post-use disposal. It is also produced using biodegradable materials with less solvent and has no added chlorine or other halogens.
Complementing these environmental benefits, the film offers significant advantages in application. Because of its flexible character it provides outstanding conformability to vehicles with difficult-to-reach and complex contours, low stress levels during the application process, which eliminates lifting, cracking or tearing of the film, an ability to be liberally repositioned until perfect adhesion to the substrate is achieved and excellent concealing power to prevent ‘show through’. The film also prints well, is easy to handle and can be purposely removed without any adhesive residue or other imperfections once a livery promotion has run its designated course.
Marketing Manager at Stewart Signs, Gary Stanley commented: “The BT vehicle wrapping project was completed within a very tight time frame, with only a short period between completion of the graphics and application of the printed wraps. Like all businesses, BT cannot afford to have large numbers of its vehicles out of service for long periods. Use of our strategically located service centres and access to BT’s own facilities ensured that downtime was minimal.”
On the choice of 3M’s Envision vehicle wrapping solution, Senior Buyer at BT Fleet Geoff Wileman added: ‘We chose the 3M Envision film because it supported our CSR policy and did not cost the earth – in more ways than one!”
For further information on Stewart Signs visit: www.stewartsigns.co.uk