Killer app: Doddle campaign a piece of cake for Stewart Signs

By Simon Nias, Monday 12 January 2015

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Launched last year, Doddle is a joint venture between Network Rail and Travelex founder Lloyd Dorfman that plans to roll out 300 parcel shops at train stations across the country as an alternative location for consumers to collect and return online purchases.

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In the run-up to Christmas, Doddle launched a major nationwide outdoor campaign, including a variety of digital, static and ambient media, in 27 of the UK’s busiest stations, including London Waterloo, Victoria and Cannon Street. The campaign was planned and booked with JCDecaux by Walker Media and Posterscope.

What did the job entail?

The printed elements included more than 800sqm of high-resolution, large-format wall and window graphics. The Waterloo station installation alone included a vinyl glass wrap covering the Waterloo Road entrance plus 8sqm of floor graphics and 100 600x600mm anti-slip directional floor panels that transformed the look of the station concourse.

Non-print elements included digital six-sheets, transvision screens and the 40x3m Motion@Waterloo screen at Waterloo station.

How was it produced?

The printed graphics were manufactured and installed by outdoor media specialists Stewart Signs using 3M Matched Component System non-PVC films and the firm’s new EFI Vutek GS3250 LXr Pro UV LED printer (installed last summer). The 3M MCS films used were certified rail safety compliant and suitable for use on station concourses.

What challenges were overcome?

As the chosen train stations have some of the highest daily commuter footfall in the UK, Stewart Signs had to ensure no disruption would be caused during the installation. Stewart Signs installed each of the campaign locations simultaneously during engineering hours and within a strict schedule. In addition, the special anti-slip directional floor panels were applied to completely transform the look of Waterloo station concourse, grabbing commuters’ attention at every angle.

What was the feedback?

Paddy Earnshaw, chief marketing officer at Doddle said: “Print still holds a special place in consumers’ hearts and we decided early on, with our agency M&C Saatchi, that it would play a vital role in our campaign. That said, as convenience is at the heart of the Doddle offer, it was important that we blended a range of digital and tradition forms of advertising to ensure we met all communications requirements.

”As a start-up our challenge has been to build knowledge around what we do as well as to create brand fame. We felt that if the hook of the print advert was strong enough then the app usage would grow as customers started to find out more. Luckily we were right and that is exactly what has happened as we have had a strong response.”

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