Ne­spresso’s big build

Bos­ton Dig­i­tal co­or­di­nated and de­liv­ered an out­size spe­cial build seam­lessly for Ne­spresso’s 2013 Amer­ica’s Cup spon­sor­ship at its land­mark New­mar­ket lo­ca­tion.

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Ne­spresso needed an eye-catch­ing cam­paign to pro­mote its of­fi­cial spon­sor­ship of the Amer­ica’s Cup, but the over­size na­ture of the bill­board and its land­mark lo­ca­tion posed lo­gis­ti­cal chal­lenges for the in­stall. Bos­ton Dig­i­tal wrapped it up

“It helped that we’d had a dry run in 2012 to launch the count­down to the Amer­ica’s Cup,” says Ross Ni­chol­son, Bos­ton Dig­i­tal’s project man­ager, “We were able to take the good things, and the things we’d learned we could do bet­ter, and ap­ply it to the new build.”

The Ne­spresso Bou­tique is lo­cated in a land­mark New­mar­ket build­ing. It meant Bos­ton Dig­i­tal had to look at us­ing a dif­fer­ent kind of ma­te­rial for the 36-me­tre-long wrap, as the tra­di­tional PVC ban­ner used in most bill­boards could po­ten­tially dam­age the façade due to it weight.

“We ended up us­ing a crease­free stain fab­ric, which made the weight of the bill­board about a third of a tra­di­tional PVC ver­sion,” says Ni­chol­son.

Even with those weight sav­ings, Bos­ton Dig­i­tal sup­ported the bill­board with scaf­fold­ing sup­ports un­der the canopy to help it take the weight. Camelspace erected those sup­ports as close to canopy as it could, in or­der to max­imise ex­po­sure.

Bos­ton Dig­i­tal used sub­li­mated tech­nol­ogy to print the bill­board, a process that uses heat to trans­fer dye on the ma­te­ri­als and al­lows the im­age to be printed all the way to the edge of the ma­te­rial. The tech­nol­ogy is at the fore­front of out­door ad­ver­tis­ing meth­ods as it has a num­ber of ad­van­tages over tra­di­tional PVC. For one, im­ages are per­ma­nent and don’t peel or fade, and the colours achieved are much more bril­liant, with con­tin­u­ous tones equiv­a­lent to pho­tographs.

The creation and in­stal­la­tion of the bill­board re­quired the co­or­di­na­tion of sev­eral ad­di­tional com­pa­nies, as well as Auck­land Coun­cil ap­proval and an en­gi­neer’s sign-off. Bos­ton Dig­i­tal over­saw the project and brought in the best to work on it.

The three sides of the bill­board were stitched to­gether by Dave Gid­dens Sail­mak­ers, while Aarkim Plas­tics cut, pol­ished, and put to­gether com­ple­men­tary acryclic dis­plays in­side the store. All the in­di­vid­ual pieces had dig­i­tal print graph­ics ap­plied to them by Bos­ton’s team.

On the night of the in­stall, Bos­ton got Skin Tight Bill­boards on the job – which they did in only four hours.

“Again, we learned a few tricks from the 2012 in­stall,” says Ni­chol­son.

And the Bos­ton Dig­i­tal crew were at the Bou­tique bright and early at 7.00am on Mon­day to in­stall the dig­i­tal printed graph­ics and acrylic dis­plays in time for open­ing.

“There were a num­ber of dif­fer­ent com­po­nents that needed to come to­gether, all at the same time,” Ni­chol­son says. “Ev­ery­thing was cal­cu­lated down to the last minute, due to the Bou­tique open­ing at 9.00am”

The bill­board is set to stay up for the du­ra­tion of the Amer­ica’s Cup. Re­moval will be the next chal­lenge, but Bos­ton Dig­i­tal has it planned out. Sched­uled for a Sun­day evening, all scaf­fold­ing will be gone by Mon­day and the build­ing re­turned to its orig­i­nal con­di­tion by the the fol­low­ing Fri­day.

Ne­spresso se­nior mar­ket­ing spe­cial­ist Susie Hickey has been thrilled with the cam­paign, both in 2012 and 2013. “The way it’s been viewed by the pub­lic has been fan­tas­tic,” she says. “The pub­lic have em­braced the cam­paign and it’s helped raise the pro­file of the bou­tique and the Amer­ica’s Cup in the New­mar­ket area.”

Contact Craig Pol­ley to bring Bos­ton Dig­i­tal’s ex­per­tise into your next out­door cam­paign on +64 21 907 506 or craig@ bostondig­i­

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