As the campaign picks up speed to connect up two-thirds of the UK to super-fast broadband services by the end of 2014, BT's local access network division Openreach is proudly deploying an eye-catching body-wrap graphic on its extensive van fleet. BT livery contractor Stewart Signs selected 3M Scotchprint Graphic Films for their high performance, cost-effectiveness and quality, backed by a fully comprehensive warranty.

To create maximum visibility for the optical fibre installation programme and build brand impact as it spreads to consumer communities across the UK, Openreach identified the potential of transforming its existing Vauxhall Vivaro van fleet into high profile, large format travelling advertisements.

A creative marketing agency was commissioned to design a piece of striking, colour-infused artwork intended to turn heads while the vans are on the move, and Stewart Signs, specialists in road and rail livery, signage and outdoor media, was contracted to manage the vehicle livery.

Openreach's Marketing Director, enthused about the new livery; "Delivering Super Fast Fibre at such speed to two thirds of the UK, is a really exciting initiative; we needed a livery for our vans that matched that excitement and delivered a new look & feel to attract all who saw them. Working closely with our creative agency and Stewarts, the new visuals have received rave reviews both internally and externally.

Eliminating vehicle graphic failure

For such a prominent project, Stewart Signs was well aware that all eyes would be focused on the end results, so it was extremely important to ensure consistent performance of the graphic while the van is in service. Any livery failure such as film shrinkage, fading, cracking, tearing, wrinkling or bubbling would undermine Openreach's professional approach to the programme roll-out and could be costly to remedy in service.

"We needed to specify a graphic film that would deliver long-lasting customer satisfaction by conforming over irregular surfaces, difficult contours and indents without the risk of future failure," said Gary Stanley, Marketing Manager, Stewart Signs Limited. "As a long standing 3M Scotchprint Graphics Authorised Manufacturer and having used 3M products for Openreach fleet livery applications in the past, we once again selected 3M Graphic Film for its ultimate durability, reliability and consistency."

Conformability ensures quality livery

Competitive wrapping films were considered for this new application but 3M Controltac Graphic Film IJ380 was chosen specifically because it allows full van wrapping, eliminates film lifting due to excess stress in the film and ensures lasting adhesion even in deep contours and 3D corrugations commonly found on many van models, including Vauxhall Vivaro's.

The film also provides the highest standards in application comfort with its unique pressure-activated adhesive. Available only on 3M Controltac films, the adhesive facilitates precise graphic positioning until force is applied and its excellent concealing power enables visually stunning graphics to be achieved with no ‘show through'. The film also has no curing time, which minimises vehicle off road holding periods, and it can be removed from automotive clear coats with heat, leaving no residue.

Fitting of the new livery is currently being rolled out as a trial, ahead of projected wider use across thousands of Openreach small-to-medium vans over the next few years. "The vehicle graphics are being fitted to vans already in service so meticulous planning to minimise vehicle and engineer downtime is a necessity," continued Gary Stanley. "Stewart Signs co-ordinates with Openreach fleet operations to book the van into the local workshop, then our dedicated fitting teams remove the existing livery and apply the new wrap."

Absolute reassurance for Openreach fleet operations

The finished graphics are backed by the 3M Scotchprint Premium Fleet Warranty, which gives Openreach the peace of mind that any future cost and disruption to its fleet will be kept to an absolute minimum. This warranty is only awarded to films that have passed through a stringent matched components system (film, protective layer, adhesive, ink and tape) and that are produced by a 3M Scotchprint Graphic Authorised Manufacturer, using 3M-approved printing technologies.

The end result is a stunning, attention-grabbing vehicle graphic of the highest quality that fully epitomises the scope and significance of the Openreach super-fast broadband campaign. Be sure to spot the new livery on the roads near you soon.