Raccoon recently completed its second full vehicle wrap using felt, one of the many speciality finishes which are becoming fashionable among vehicle-modification enthusiasts and petrol heads
You cannot help but notice the sudden rise in wrapped vehicles currently motoring around the UK. Whether it is a fleet of delivery vans or a self-employed driving instructor, spending just five minutes on the country’s roads will provide you with a host of examples of vehicle wrapping.
(Above and below) Skoda Octavia vRS, wrapped by Creative FX, recently set a new
Skoda speed record in Utah US
With demand in this sector showing no signs of slowing down, it is likely that more companies will be keen expand into the sector and get a piece of the action. While this is great news for customers as they will have more options to choose from, it will mean competitiveness in the market will heat up. So, what can companies do to ensure that they appeal most to customers? What can they offer to show that they are the best choice for the job and can provide the best service?
Natural progression
Creative FX is one company that is at the forefront of the sector, supplying a range of vehicle wrappings and badging services. Sean Davis, co-founder and director, claims the firm is currently wrapping at least ten vehicles each week, with 80 percent of these being commercial vehicles and 20 percent cars.
He comments: “The large majority of our work is for the motor industry, but we also have a retail shop in Bromley that supplies van signage, shop fascias, and graphics. We work to ISO:9002:2008 and have been success-fully audited by Nissan GB, Toyota GB, BMW Group, and Volkswagen UK.”
You can also add interactivity to make a wrap more than a wrap; you could add a QR code to direct people straight to a web page, which you keep up-to-date with special offers or important information”
Davis goes on to describe vehicle wrapping as a ‘natural progression’ for sign-makers and offers a host of opportunities. However, he does warn that expansion into the sector should not be treated lightly as the costs associated with it are quite high. He also says there a lot of factors than can go wrong during application, such as artwork, material choice, and installers that lack the necessary skills to complete a project.
Glancing at some of the work Creative FX produces, Davis take pleasure in naming some of the high-profile customers the firm works with: “Some of our more well-known work includes MINI roof graphics, as we are BMW authorised supplier, and wraps for Sir Elton John and Jenson Button, amongst many other television media projects.”
Creative FX used 3M Fleet to wrap an entire fleet of vehicles for Lucas Group
One example of this exciting work is a project Creative FX completed for the Bonneville Speed Week in Utah, US. The firm wrapped a Skoda Octavia vRS with a ‘10’ silver and green livery.
The car, driven by automotive journalist Richard Meaden, broke the record for the fastest ever Skoda after reaching a speed of 202.15mph during the event. The project ended up being a double celebration as not only did the car set a new record for Skoda, but also retained its decorative new cover installed by Creative FX during the record run.
Mercury Signs and Designs selected Roland DG’s Soljet Pro4 XF-640 printer to boost its vehicle wrapping services
With projects like this in mind, Davis is keen to point potential customers in the direction of various YouTube videos that show the team in action. Creative FX has had over 1.24 million hits on its YouTube channel, including more than 986,000 hits on the team wrapping a Ferrari F430 Spider. To view examples of such application techniques, visit YouTube.com and search ‘Creative FX’.
Increasing popularity
Elsewhere, Raccoon is another firm that specialises in the branding and wrapping of vehicles—from super cars to pods on the London Eye. Scott Mackay, who oversees marketing at the company, says demand for vehicle wrapping is rising and the firm has responded by introducing a new service.
He explains: “Over the last year or so we have developed a service called PromoHire where agencies and brands can hire bespoke vehicles for promotional use. PromoHire enables clients to get every element of an experiential campaign all from one place, not just the branded vehicle. Clients can hire experienced promotional staff, branded campaign support, such as gazebos, flags, and seating, a digital marketing support package, and logistical support among other things.”
A vehicle could be seen by thousands of people per day whilst out and about and if the vehicle is carrying a well-designed wrap it will get noticed”
Raccoon has been involved in the vehicle wrapping sector for a number of years. It was also recently made the official branding partner of the Gumball 3000 rally, which passes through various European countries each year. With its experience in the sector well illustrated, Mackay says the firm is keen to get to grips with some of the more innovative customer requests.
He comments: “A vehicle could be seen by thousands of people per day whilst out and about and if the vehicle is carrying a well-designed wrap it will get noticed. A plain white van should be a seen as a blank canvas ready for your messages. You can also add interactivity to make a wrap more than a wrap; you could add a QR code to direct people straight to a web page, which you keep up-to-date with special offers or important information.”
Creative FX used 3M 1080 matte orange to complete the wrap of a promotional Subaru Impreza
Considering other recent projects completed by Raccoon, Mackay picks out a number of applications to demonstrate its versatility. January 2014 saw Raccoon take on what Mackay claims was one of its most challenging ever when it was briefed to festoon a Nissan Leaf in 100,000 coins—50,000 two pence and 50,000 two euro cent pieces to celebrate the 100,000th Nissan Leaf sold. Raccoon wrapped the vehicle in a cold base colour to protect the paintwork before a three-man team worked a full seven days to fix the coins with bond glue dots. A layered leaf was also built into the design.
Elsewhere, Raccoon recently completed another full velvet wrap of a Porsche Panamera for a customer. The car, complete with full black velvet wrap, can now be seen roaming the streets of Belgium.
In one of the more unusual vehicle wraps, Raccoon wrapped several pods on the London Eye attraction
Raccoon also joined in with the 2013 Movember effort after being commissioned by BD Networks to assist with HP’s sponsorship of the charity initiative. Raccoon imported and wrapped a US Aeromate in the sky blue branding of HP, and refitted it as a mobile catering unit.
Get kitted up
Before jumping in to what seems like an attractive market, it is important to consider the type of kit you need. Mercury Signs and Designs, a Scottish full-service graphic design and signage company, is another firm to have enjoyed the benefits of the market. Founded in 2000, the firm has built up a strong reputation in the commercial vehicle wrapping sector, taking on projects for buses, trucks, cranes, and trams.
To enhance its market position, the company invested in a Roland Soljet Pro4 XF-640 wide-format printer from authorised Roland DG dealer, Spandex. The device can deliver a printing speed of up 102sq m/hr for both indoor and outdoor applications.
Tracey Shanks, a partner at the firm, comments: “We have a number of contracts with large bus and tram operators and trucking firms and these are very demanding jobs—requiring speed, quality, and precision. So, we needed a robust wide-format machine we could completely rely on; one that would run from day one and keep running, regardless of what we threw at it.”
Rob Goleniowski, business manager for signs and graphics at Roland DG UK, claims that the vehicle wrapping market is ‘busier than ever’
Shanks’ comments are backed up by Rob Goleniowski, business manager for signs and graphics at Roland DG UK, who says the manufacturer has experienced plenty of demand from customers keen to boost their services in the sector.
He explains: “The vehicle wrapping market seems to be busier than ever. Businesses are always looking for more innovative and creative ways to promote their business and vehicles are an obvious and highly-visible way of doing this. More vibrant colours and metallics are providing the opportunity for even greater customisation and this trend will definitely continue.
O Factoid: Despite the popularity of vehicle wrapping, motorised advertising is outlawed in New York City, US.
Often referred to as ‘mobile billboards’, wrap advertise-ments remain banned in the city after being identified as a factor in the traffic congestion problem in the city. O
“It is a great diversification route and can be a very profitable additional revenue stream, but it is also highly specialised when done right so you need to ensure you have the right kit—printer, materials, laminator, and space to properly prepare the vehicles and wrap them.”
Goleniowski says Roland DG has a host of kit available to help firms. He recommends the manufacturer’s 64" printer range, which includes the VersaART RE-640 and VersaCAMM VS-640i devices, as well as the Soljet Pro4 XF-640 selected by Mercury.
Raccoon completed a wrap of a US Aeromate to help support HP’s sponsorship of the Movember charity drive
In addition to technology, Goleniowski also says Roland DG runs a special vehicle wrapping course at its Roland Academy. Here, he explains that attendees can learn all the skills required to enter the market and wrap vehicles with ‘skill and ease’.
Lucrative market
In addition to machinery, the materials used to create vehicle wraps should also be considered. Metamark is one company that has a host of materials on offer in this sector, with the firm having seen many of its products put to use in vehicle wrapping. Max Somper, general manager, says the company is seeing an increased demand for such products due to the market’s growth.
Wrapping is skills-based and those skills are being acquired by more individuals and companies”
He continues: “Wrapping is skills-based and those skills are being acquired by more individuals and companies. We see demand for wrap only headed in one direction—up. Most modern sign and graphic production companies have the hard-ware required to produce the wrap and the skills needed are being taught. It opens a lucrative new market and represents an opportunity to offer something that’s still not universally available.”
(Above and below) Customised Graphics UK opted for the new Metamark MD-X to wrap its own vehicle
Considering the types of materials Metamark has on offer to those in this sector, Somper highlights a number of new options, including the new Meta-mark MD-X, which he refers to as a ‘next-generation’ wrapping film.
He continues: “The film does what’s required of a wrapping film because it elongates well and delivers sensational print quality. In practical terms, it’s fast to work with and forgiving and offers repeatable and predictable results.”
Metamark MD-X has already been put to very good use by Customised Graphics UK, a specialised wrapping company based in Waterlooville. The firm used the product to create a highly detailed rear aspect to its own company vehicle in order to boost interest in its services.
Matt Leaver, managing director at the firm, says the wrap has helped generate business, adding: “Our van is well known and we’re always getting calls as a result of its having been seen from interested parties. It’s proof that this form of promotion really works. Producing the livery was a challenge made easier by the Metamark MD-X Wrapping Film we used.”
With plenty of positive noise coming out of the vehicle wrapping sector, it seems that it could potentially be a very useful market in which to diversify into. However, those thinking of doing so should think about the well-established companies already in the sector and consider how they can compete with those that are ahead of the pack.
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