Molson Coors, the well known Canadian Beer Brand had a major challenge to find innovative, creative and dramatic ways to achieve increased consumer awareness for a number of their brands in the highly populated urban areas of key Canadian city environments, thereby capitalising on the benefits of out-of-home advertising.
Following close consultation with the 3M Commercial Graphics team in Ontario, Molson Coors decided to test the partial wrapping with high quality, impactful brand identities and strap lines on different car and van models used on a daily basis for servicing their business. 3M encouraged the client team to view their vehicle fleet as mobile billboards really for the first time, and a range of splashy, eye-catching graphics were chosen and approved for a nationwide campaign.
Further discussion on levels of awareness and the measurement of 'opportunities to see' and 'impressions' led to a further decision to use not only opaque graphics for daytime visibility, but also to employ the use of 3M retro-reflective film technology to allow excellent visibility of the advertising at night.
The results were very good, with the existing media mix being extended by 30% with the use of vehicle livery branding reaching the consumer during their path to purchase. Dependent on the population size of the city, each branded vehicle picked up between 30,000 and 70,000 impressions daily. Through the additional use of digitally inkjet printed reflective graphics, these impression statistics were raised by another 40%.
The graphics fabricator, Motive Media created a strong link between the Client team and 3M on the conversion and installation of the graphics, using 3M™ Controltac™ Graphic Film with Comply™ V3 adhesive IJ180Cv3 and 3M™ Scotchlite™ removable reflective Graphic film with Comply™ adhesive series 680CR and 3M™ Scotchcal™ Lustre Overlaminate 8519.