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Avery Dennison develops cost-effective vehicle wraps

Focusing on customer benefits in Asia Pacific market

Avery Dennison Graphics and Reflective Products Division (GRPD) is developing innovative vehicle wraps which are setting new standards in the Asia Pacific market for cost effectiveness and efficiency, highlighted by its bus advertising solution for SBS (Singapore Bus Service) Transit in Singapore. Pravin Krishna, fleet/architecture segment manager, GRPD Asia Pacific says, “As a cost-effective way for advertisers to reach customers, vehicle wraps and graphics represent one of the fastest-growing areas of the graphic application business.” Avery Dennison is making it easier for transit companies and advertisers to enliven our city scenes and alert consumers to the products of our growing economies.

Slashed cost

Avery Dennison solution has slashed bus-repainting costs for SBS Transit and reduced the time it takes to remove and replace advertisements by over 60 percent. SBS Transit has already applied the wrap on nearly 1,200 buses in Singapore. “The secret to success is to use the right combination of materials and technologies to achieve the results your customer wants,” according to Pravin. With Avery Dennison solutions, one can achieve a bubble and wrinkle-free finish and paint-like effect, choosing durable, fade-resistant materials for either long-term applications or removable promotional graphics, adds Pravin further.

Informative expos

With local partners, Avery Dennison has been demonstrating its vehicle-wrapping solutions at trade shows and conferences throughout Asia, including Media Expo 2009 in New Delhi and at this year’s Shanghai International Ad, Print, Pack, Paper Expo (APPPEXPO). The Avery Graphics team also conducts regular Vehicle Graphics workshops to grow their converters’ expertise in vehicle wrapping.

Business efficiency

SBS Transit wanted Avery Dennison to help make its bus advertising business more efficient. Previously, buses had to be repainted when expired advertisements were removed because of the paint shedding, a process taking up to three hours for a single-deck bus and five hours for the double-deck bus and it costs SBS Transit more than $8 million a year for repainting process.

The Avery Graphics Singapore team suggested a three-step approach—first, create a protective layer by laminating Avery Fasfiti Bodyguard film onto Avery 900 Super Cast vinyl; second, apply this laminated Avery 900 Super Cast vinyl onto a properly prepared bus panel; and third, print advertisements on Avery MPI 3001PP and MPI 3002PP removable film and apply them on to the vinyl surface.

Landmark delivery

Till date, 1192 buses of the 3000 buses in the SBS Transit fleet use the Avery Dennison GRPD solution. “As a paint replacement, Avery 900 Super Cast vinyl delivers better durability and comes with a five-year warranty against lost of adhesion, colour fading and cracking,” mentions Derrick Sea, senior sales engineers for GRPD. “With the protective surface provided by Avery Fasfiti Bodyguard film, advertising graphics are now easily removed, without any adhesive stain or damage,” he concludes.

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