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AlumiGraphics was used to great effect by drp for Jaguar Racing's Formula E promotion

When award-winning Worcester-based creative communications agency drp were approached by their client Jaguar Land Rover to come up with a highly creative campaign to raise the profile of Jaguar’s race team in Formula E, they knew they would have to ‘think outside the box’.

The objective was to encourage all Jaguar Land Rover staff members to get behind the Jaguar Formula E race team by getting them to ‘FanBoost'. The top three drivers with the most FanBoosts are awarded a temporary boost in power in each ePrix - so getting their staff behind it provided multiple benefits!

drp’s execution involved a pit stop style structure, featuring a life-size Formula E race car floor graphic. Being mindful of the need for excellent print reproduction, high durability and superb adhesion, drp turned to renowned wide-format media specialists Soyang Europe for their input, with their aluminium foil-based AlumiGraphics material being selected for its ability to meet all those requirements.

drp’s Lee Whitehouse takes up the story: "We really needed to create a huge impact with the whole display concept and the floor graphic of the race car was a really key element in this. Soyang’s AlumiGraphics material was perfect for the job."

AlumiGraphics is a versatile, 100% recyclable, wide-format media made from pliable aluminium foil with a white finish that accepts a wide range of solvent, eco-solvent, latex or UV inks. Durable, easy to use, printable direct to the surface with no over lamination required; the material moulds naturally, without heat, and can be applied to virtually any rough or smooth textured surface.

David Hunter, sales manager at Soyang Europe also commented: "drp are an incredibly innovative team and it’s always great to work with them on such creative projects. It’s also particularly rewarding to see ground-breaking products like AlumiGraphics being used in such an artistic way."

drp’s efforts seem to have hit the mark, as Whitehouse concludes, "The whole install was further complemented by additional printed communications material and graphics as well as some very passionate staff who toured key employee sites over the course of a week. Initial analysis has been really positive and the client is thrilled with the activity’s impact."