Phone Kiosk Advertising Panels
BT is the leading provider of telecommunication networks and services in the UK and over 170 other countries. The company provides services to a wide range of industries such as financial services, consumer goods, pharmaceuticals and manufacturing.
In today’s competitive market, BT have embraced competition to become a pioneering and innovative company competing in the computing, IT and communication sectors. The company’s strategy is to drive their broadband services to become the ‘Brand for Business’ for UK SMEs, the wholesaler of choice and the best network provider whilst being a responsible and sustainable business leader.
The Brief
BT has been advertising third party brands on its kiosk panels since 1997. Situated across the UK, BT kiosks deliver a cost-effective broadcast network to a desirable youth audience. This advertising is branded ‘StreetTalk and is managed by JCDecaux. A brief received from BT for the Cestrian team was to formulate a plan that could manage and produce digitally printed posters for kiosk panels within three days with up to 1,000 items per design variation.
Challenge
BT specified that a new process called ‘Contra Vision’ was to be used for all the printed items. Contra Vision is a patented process involving the production of printed screen lines and selective blocking (printing white) allowing phone box users to still see through the kiosk window – a security requirement for all.
Solution
A range of digital print machines were researched into to determine the best option to produce high-quality phone box graphics at high-volume in the shortest lead-time. Whilst a few printers could achieve the production rate, they couldn’t print the white ink required for Contra Vision phone box products. Finally, a HP Scitex UV digital printer was found. The printer provided the speed and quality, variable data technology and the option to print six colours at high definition. On installation, a number of modifications were programmed and the software was customised to print a 4-colour process plus white ink.
Outcome
The investment in the HP Scitex UV Printer provided the following benefits: – Highly visible and clearly printed graphics ideal for close proximity viewing – Inside-out visibility to comply with security requirements – Ability to regionalise marketing campaigns through variable data printing – High-speed digital printing at high-quality to achieve client deadlines
Cestrian Comments
As a company that is unafraid of investment we saw this project as a good opportunity to put our money where our mouth is. With speed and turnaround as well as quality of output being crucial we knew this press would tick all the boxes and deliver results.
