Lloyds TSB Building Wrap Case Study

Case Study > Vinyl Graphics Ltd and CBS Outdoor, UK

Visitors arriving by train at Stratford Station, the main public transport hub for the Olympics and Paralympics were greeted by an eye-catching and dramatic wrap of the entire front of the station, which featured the Lloyds’ TSB ‘For the Journey’ campaign and was made possible by using Contra Vision® BACKLITE™ patented perforated window film. This campaign was able to use see- through graphics to take advantage of the sheer scale of the building to promote the brand message and visually showcase boxing and other individual Olympic sports such as the pole vault and hurdles.

As a tier one sponsor of London 2012, Lloyds TSB took the opportunity to make a bold visual statement by wrapping the station with graphics which reflected some of the sports included in the games. This was a first, for Lloyds TSB, for space advertiser, CBS Outdoor and for Contra Vision who supplied the material which enables such striking see- through graphics.

As our photos show, this was a dramatic and visually striking use of see- through graphics which utilised Contra Vision®BACKLITE™ technology with Contra Vision® BACKLITE Performance™ Translucent White Perforated Window Film to give the graphics 24 hour impact. This was important to maintain visibility for spectators returning to Stratford Station at dusk and later when conventional one-way vision graphics would not be visible.

Visitors arriving at the station could see outside, thus avoiding the claustrophobic effect of solid window graphics. In addition the Contra Vision BACKLITE technology allows a ghost of the printed image to be seen from the inside, which extended the Lloyds TSB brand message with its distinctive colours and cartoon graphic style subtly displayed to those within the station. An additional benefit of using Contra Vision was that the images were both easy to apply and remove after the games.

The images were printed on Contra Vision materials by VGL and CBS Outdoor worked with Rainey Kelly, MEC and Kinetic to create this stunning application. Both the client and the agency were delighted with the outcome.Seven out of the ten million visitors to London 2012 passed through Stratford Station and will have seen these graphics. Roland Hill, Chairman and Managing Director of Contra Vision commented,

“Using Contra Vision BACKLITE enabled visitors to see these images day and night and we are delighted that our products were able to add to the visual impact of the brand messages around the Olympic Park. This large scale wrap wonderfully showcases Contra Vision BACKLITE when 24 hour visibility is required and we are thrilled to have played our part in adding to the visual impact of the Olympic experience. “