Case Study – Renault Modus Wrap Campaign
Client – OTTB Ltd / Renault UK
Start Date – 17st August 2004

Brief
As part of the launch of Renault’s new super mini, the ‘Modus’, Raccoon Digital were asked to ‘wrap’ ten of the cars in individual designs. The vehicles were to be on the road for a period of six weeks, and then the graphics to be clean removed at the end. Due to the size of the vehicle and the importance of the campaign, print quality was of paramount importance, whilst durability also played an important part in the specification process, as they were to be driven around various city centres across the UK over a six week period

Specification
Materials – After our initial vehicle survey, due to the height of the vehicles, all graphics were printed on material that was 1525mm wide. This enabled the wraps to be fitted without any visible joins on the cars. We used a removable vehicle wrap film, which enabled us to mould the graphics to the contours of the vehicle, whilst allowing us to clean remove the wrap at the end of the promotional campaign.

Printing - To meet the requirements of the end client, print quality was a key factor in the success of the project. As each vehicle was to be wrapped in an individual design, digital printing was the only option. All printing was carried out on our ‘PHOTO X’ print system. True solvent inks gave us the durability required, and at 720dpi print resolution and in six colour mode, the end results were fantastic!!

Installation – All fitting was carried out at our Edenbridge, Kent factory, with the ten vehicles delivered by car transporter. Our team of vehicle wrap experts took five days to fit all of the graphics, and did an excellent job. All exterior trim, including lights, grilles and badges were removed and then re-fitted to ensure a perfect job.

Challenges – The main challenge that needed to be overcome was the short lead time. Although we had prior notice of the project, a last minute technical problem with the Modus meant that the vehicles were delivered a week late. Also, the artwork kept being changed, so that our lead time from start to finish was just six days. Working around the clock, and through a complete weekend, we were able to complete the project on schedule! The first vehicle was collected and driven straight to London to be used by Johnny Vaughan, the presenter of the breakfast show on Capital Radio, as part of the vehicle launch. He even said live on air that the car was the most conspicuous he had ever seen.

Client Response – The client and the artist were all amazed at how good the final vehicle wraps actually looked. The print quality, coupled with how accurately we had turned the artists visuals and flat artwork into the finished product surprised the artist involved, Roxanne Fregonna and everybody at Out of The Blue Production and Renault UK.
The vehicles were completed in time for the launch of the car, and have been used extensively since in promotions throughout the UK.

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