How Coca Cola HBC Polska looked for ways to enforce their advertising and brand image campaign and dressed up 1000 cars with more than 9,000 sq m of film using something like 500 kg of inks and varnishes in less then three months.
In looking for ways to enforce their lively advertising and brand image campaign Coca Cola HBC Polska was challenged to dress up 1000 cars with more than 9,000 sq m of film using something like 500 kg of inks and varnishes in less then three months. They understood that such a challenging undertaking would only be successful when working with a team of excellent specialists and turned to Avery Dennison Graphics and Reflective Products, and Reklama Teczowa of Wroclaw in Lower Silesia to make it happen.
Long lasting partnerships that work!
Coca-Cola HBC Polska, Avery Dennison Graphics and Reflective Products, and Reklama Teczowa of Wroclaw in Lower Silesia go back a long way. For nearly ten years, the three companies have co-operated in the provision of the majority of Coca-Cola HBC Polska's self-adhesive vehicle liveries, both on trucks and passenger cars. Recently, the three companies got together again with a massive contract for liverying more than 1000 Toyota Yaris cars as part of the lively current Coca-Cola advertising and brand image campaign.
For such a challenging contract, Coca-Cola HBC Polska's Corporate Director Ms Iwona Jacaszek was clear on the requirements: 'The most important factors were high quality in terms of both print and application, coupled with guaranteed durability for the three--year life of the graphics.'
More than 9,000 sq m of Avery Graphics films
Katarzyna Kozinska, Regional Manager, Eastern Europe, for Avery Dennison Graphics and Reflective Products, helped Reklama Teczowa choose the most appropriate materials from the Avery Graphics range: a combination of Avery 800 Premium Cast and Avery 6904 Easy Apply films, which were supplied by Avery Dennison's Polish distributor Plastics Group. For some specialist applications Avery Perforated Window Film and the digital overlaminating film Avery DOL 4100 were also employed.
In all, more than 9,000 sq m of Avery Graphics films were used for the job, which Reklama Teczowa printed screen process and overvarnished, using something like 500 kg of inks and varnishes.
"Avery Dennison were our natural choic of partner"
According to Zdzislaw Wiacek, Technology Manager at Reklama Teczowa: 'With almost ten years' experience of working closely with Avery Dennison, they were our natural choice of partner for this contract . We value their support in technology know-how, which they are happy to share with us and our customers. The Avery Graphics cast films we chose gave us a big advantage: they offer guaranteed conformability, even over rivets and compound curves. There are none of the problems with the "material memory" syndrome you experience with calendered films.'
Three months' work for the application teams
But that was just the beginning of the story: application of the liveries took Reklama Teczowa almost three months.
The cars were brought together in a huge car park in Mszczonow near Warsaw, where a special temperature-controlled marquee was set up for the application of the vehicle graphics. Zdzislaw Wiacek: 'We had to be very disciplined in the application process. Part of the application was accomplished in winter, and all the time we had to take account of the outside weather conditions. The ambient temperature at which the graphics are applied has a big influence on adhesion values -- and our customer wanted a perfect and durable finish.'
At any one time, between 8 and 15 employees of Reklama Teczowa were involved in the application process, using the professional Avery Tools range of graphics application aids. Each operative completed around 15-20 liveries per day. Getting them from Wroclaw to the Warsaw area, over 300 kilometres to the south west, was in itself a logistical challenge.
Zdzislaw Wiacek explains: 'Our application teams worked on "batches" of 150-180 cars at a time, and then had to for three days' rest at home. That way we took care of the human factor, and avoided any possibility of application fatigue, which could so easily have happened when so many almost identical applications were concerned. I'm proud to say only two liveries were spoiled over the entire course of the whole contract.'
Reklama Teczowa's achievements rewarded
Reklama Teczowa's achievements were rewarded by Avery Dennison with certification as approved graphics application specialists in Poland, and lauded by Coca-Cola HBC Polska's Ms Iwona Jacaszek. 'When we choose a partner for this kind of undertaking, it's not just the technical capabilities that matter -- it's the flexibility to deliver a high level of service all round, and in this respect I cannot overstate our appreciation of Reklama Teczowa's experience, flexibility, and logistical abilities,' she said.
Full details of Avery Dennison's extensive range of products for vehicle graphics and wraps are available via the website, www.europe.averygraphics.com. Reklama Teczowa's website is at www.reklama.wroclaw.pl.