The brief.

As one of the market-leading audio brands with a line of premium consumer headphones, earphones and speakers, Beats is renowned for its high-profile partnerships and product launches. Gearing up for the European launch of its third collaboration with lifestyle brand, UNDEFEATED, Beats was looking for unique opportunities to promote the new range across a variety of media channels to reach target audiences. As the face of the European marketing campaign personifying the Undefeated messaging, Beats was looking to promote this campaign during Anthony Joshua’s high-profile boxing match against Alexander Povetin in Wembley Stadium whilst also extending the experience in and around the stadium environment. Gardners was therefore tasked with producing a mega banner measuring 76.32m long and 23.47m high that would attract widespread attention and build anticipation prior to stadium entry, whilst also spanning across worldwide digital channels, with potential for social media interaction and amplification as well as media coverage.

The process.

The project was a crucial part of the brand’s overall marketing campaign, so Gardners was tasked with ensuring that the print material and installation reflected quality and durability in such a high-profile setting, featuring one of the UK’s most-popular sports personalities. Ahead of the installation, the Gardners team conducted a review of the site to understand print dimensions and installation needs, which included a site survey and assessing the requirements for a temporary build to allow the team to safely install the banner at height. Once the artwork had been finalised, Gardners identified that the print had to be split into 16 sections in order to maintain image consistency and quality, as well as ensuring its stability on the unique platform. These panels were printed on a Durst 512R, a market leader in wide format printing to ensure high resolution print, with excellent consistency of colour and shade, taking just 12 hours to print complete. Given its wide-format design, these 16 panels were printed on 5m wide substrate, cut to size and welded together vertically to create a single banner.

 

Once the artwork had been finalised, Gardners identified that the print had to be split into 16 sections in order to maintain image consistency and quality, as well as ensuring its stability on the unique platform. These panels were printed on a Durst 512R, a market leader in wide format printing to ensure high resolution print, with excellent consistency of colour and shade, taking just 12 hours to print complete. Given its wide-format design, these 16 panels were printed on 5m wide substrate, cut to size and welded together vertically to create a single banner.

The installation.

The team had a two-week period in which to complete the work. However, they faced challenges affecting process and technique during the installation stage due to adverse weather conditions, which had the potential to impact the safety of the installation, especially thanks to its busy location in central London. This added to the fact that there was a fixed time-frame for this project and the grand scale of the fight (and product launch as a whole), meant Gardners was under pressure to effectively manage its resources to ensure job completion, regardless of any disruption. With a team of 15 involved to streamline the process, Gardners looked to prioritise efficiency without compromising the quality of the print or installation.

The results.

From artwork to installation, Gardners took nine days to complete this project and saw it completed ahead of Joshua’s fight on September 22 2018, which was an incredibly quick turnaround given its location, the sheer scale of the project and the challenges faced. The campaign was delivered with optimum reach for its target audience with Anthony Joshua’s social media post about this campaign reaching over 8K ‘likes’ on Twitter alone, helping UNDEFEATED and Beats take centre stage.

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