As the campaign picks up speed to connect up around two-thirds of the UK to super-fast broadband services by the end of 2014, BT’s local access network division Openreach is deploying a new body-wrap graphic on its van fleet.

BT livery contractor Stewart Signs has selected 3M Scotchprint Graphic Films, which are 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.

Creative marketing agency Westhill Communications was commissioned to design the 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.

Rob Lee, Openreach marketing director, said: “Working closely with Westhill and Stewarts, the new visuals have received rave reviews both internally and externally.”

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 the Vauxhall Vivaro.

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.