Floor Graphics across the Queen Elizabeth Olympic Park, London.
Provided by Green Street Media
CASE STUDY: See how the QE Olympic Park used Temporary Paint to transform the user experience and visitor engagement.
What was the Challenge / Background of the Campaign?
We were approached in March 2014 to see if our unique 'Permanent, yet 'Temporary Paint' could be used across the Olympic Park ground, following client disappointment at Vinyls that were already in place. QEOP needed a way to guide visitors around the park, whilst also educating them about the achievements of Team GB, the parks history and future ongoing events. Following a site demonstration that was subject to rigorous testing by QEOP, we won the contract and are now the lead provider of all graphics across London's newest tourist attraction.
What was the Campaign Objective?
QEOP's mission statement is 'Clear, Connect, Complete' with a vision of creating a lasting legacy in honour of the Olympic and Paralympic games and all those associated with it. To achieve this, our client required maximum exposure and strong on site interaction with all visitors to the Olympic park. The floor space was identified as being integral to achieving this through intelligent use of space and colour, helping to ensure maximum exposure for the task. Due to very high footfall we needed to provide a very hard-wearing solution, that was also temporary.
What was the Solution?
Using our 'Temporary Paint' we created a series of tributes, facts, photo opportunities, running trails, words of encouragement, challenge's, podium displays and information relays around the length and breadth of the entire site inviting users to interact either wholly, partially or simply observe. The graphics were placed in pre-determined locations agreed previously with the client and through close co-operation with onsite teams we worked quickly and quietly to achieve the brief initially intended to be fulfilled by the use of floor Vinyls.
What were the Results?
We excelled the previous Vinyl brief by providing floor graphics above and beyond both Icon and LOCOGs expectation. Everything we painted is included in the information leaflets people attending the park are presented with at entry and they are an integral part of peoples visits enabling users to fully interact with the park and its surroundings.The park was presented to Prince Harry and Boris Johnson on 4th April who both commented on how modern and tasteful the graphics were.Plans are currently in negotiation for more throughout 2015.
What were the Key Learnings of this Campaign?
Having always used Vinyl Floor stickers for this type of media previously, Icon, were amazed with the colour matching, and finish achieved by Green Street Media. Our 'Temporary Paint' outperformed the use of Vinyls in every area and a program of touch ups have been agreed to help the graphics remain 'fresh' and 'vibrant'. Through intelligent use and placement our unique 'Temporary Paint' provided fully immersive and interactive opportunities to the general public the length and breadth of the Queen Elizabeth Olympic Park London.