Integrity set up a team to manage this part of the project and early on in the process, realised that rebranding 4,500 Telewest and NTL vehicles to Virgin Media would be impossible by launch date and would need to be done in stages, with de-branding taking priority. This task was a lengthy exercise in itself; requiring teams of people, spending eight hours a day peeling off ten year old Telewest and NTL vinyls from existing vehicles.
Rebranding
The new Virgin Media graphics initially had to be applied to a small fleet of 100 promotional vehicles, fully-wrapped with big ‘splash’ advertising to appear on the roads at the time of launch. Remaining vans and cars were to be standard-wrapped in a variety of designs to fit different makes and models.
Our team then set about finding suppliers and establishing a distribution and fitting network across the country to apply the new livery. The vehicles were scheduled to come off the road for just one hour a day for the rebranding process to be completed. With choreographed planning and precision, vehicle, graphics, fitter and driver were simultaneously brought together at various local depots, Kwik Fit and Nationwide Auto Centre garages. We even ran a dedicated Help Desk to deal first-hand with any day-to-day problems such as driver illness, accidents and even vinyls not sticking due to temperature and weather fluctuations – something no one could have predicted.
The result was a rebranding exercise that succeeded against the odds – a fleet of Virgin Media vehicles all proudly sporting the new brand livery.
Industry or sector
Media and entertainment
Country
UK
Challenge
Rebrand of 4500 vehicle fleet
Services
Rebrand programmes
Links
Virgin Media
Downloads
Rebrand and refresh factsheet.