Changeable graphics supporting service launch in Winchester
In February 2021 Winchester City Council launched a new garden waste collection service across the district. The service moved from a free collection service to a new subscription-based service.
The Council planned a co-ordinated communications mix to inform residents about the changes. An integral part of this communications plan was using EPIC Media Group’s changeable graphics system fitted to the waste collection fleet. The Council created a strong brand for an integrated approach to promoting the service, which included leaflets, advertising and social media. EPIC Media Group worked closely with Winchester City Council to print and install the specially designed adverts on their new fleet of collection vehicles (RCVs) in advance of the service launch.
The full fleet of 20 RCVs fitted with the adverts hit the streets of Winchester two weeks before the launch of the service creating a sharp increase in the take up of the new service before a further increase after a leaflet drop. Within three months of the launch, Winchester City Council has generated over £1m worth of income and well ahead of budget.
Once the garden waste service promotion is complete, new messaging can be installed in the frames to reflect any future campaigns. An additional benefit to Winchester City Council is that the banners can be reused, so when the subscription renewals are required, they can be refitted.
Campbell Williams, Service Lead – Environmental Services at Winchester City Council said: “I was really impressed by how clear and engaging the banners look on our new vehicles. They have been an integral part of the council’s communications campaign over the past three months which has been really successful in our district. I’ve even been using an image of a lorry with the banner on as my Teams meeting background!”
Paul Ridgers, Managing Director from RH Advertising said: “This is the first time that we have used a changeable graphics system on a refuse truck as part of our advertising campaign. It’s such a great addition to the marketing mix and we’d certainly use it again.”
Simon Baddeley, Commercial Director at Biffa added: “We are delighted with the livery designs for the new garden waste collection service at our Winchester contract, and seeing the new liveries across the district. The local Biffa team pride themselves on the excellent service provided to date and we look forward to continuing our productive working relationship with Winchester City Council.”
Kevin Murton, Managing Director of EPIC Media Group said: “Our changeable graphics system has proven to be a huge success for Winchester City Council’s garden waste collection service and thanks to the flexibility of the system it can be used for different campaigns and enables them to reuse the seasonal messaging.”