Complex colour management drives first-ever ‘car park domination’ campaign

The agency, together with media agency OMD, launched the new Allianz Roadside Assistance program by taking over all printed advertising space across six car parks in Sydney and Melbourne.

Mercer Bell production manager Lex Tully told ProPrint that her team faced a number of challenges, not least the need to match colours across the broad spread of suppliers and substrates.

“There were eight or nine printers and we worked closer with all of them to ensure colour consistency. For each element, we produced colour proofs supplied to each printer, so they each had their own target. We asked for print samples so each the client could see a sample.”

The project used Allianz branding across every printed channel in each car park: parking tickets, boom gates on entry, parking bay decals, floor decals, pillar wraps, ‘eyelites’, metro lights, super lights and ‘shoppa lights’.

Tully added that there were “a couple of revisions to ensure the colours were on brand”.

“The difficult challenge was working across a couple of states. When we received the different print samples, we wanted to review them all at the same time.”

She said everyone had been happy with the end result.

OMD booked the media space with printing sourced by two out-of-home companies, Eye Corp and Vuego, which specialises in car park advertising. 

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