Alfa Romeo Turkey installs custom Vikuiti Film from 3M to build powerful in-window promotions

Alfa Romeo Istanbul is using Vikuiti Rear Projection Film from 3M to present powerful messages at street level using full-colour, full-motion video

[ClickPress, Wed May 21 2008] Only Vikuiti Rear Projection Film can fully communicate the vibrant imagery of car brand

Bracknell, UK, 20 May 2008 – Visual impact is critical to success for modern car brands, and Alfa Romeo Istanbul is using Vikuiti Rear Projection Film from 3M, the diversified technology company, to present powerful messages at street level using full-colour, full-motion video. 3M Turkey has installed a 2.4 x 2 metre Vikuiti Film on sliding window panels at Alfa Romeo’s showroom, which is delivering a variety of content directly to visitors and passers by.

The showroom is using the window display to present messages including promotional offers, new product announcements, and dealer and manufacturer news. The content is developed and produced by Alfa Romeo, working with professional creative partners, and takes advantage of Alfa Romeo’s rich history as a design and motorsport pioneer to communicate the full excitement of Alfa Romeo ownership.

“Alfa Romeo is known as a vibrant brand, full of colour and passion. This can be difficult to communicate fully on a video screen, but Vikuiti Film provides more space for expression as well as brighter colours and sharper images, even in daylight conditions,” commented Yunus Kaptan, Alfa Romeo Network Development Specialist. “Since we have installed this, people in the street can feel our enthusiasm for Alfa Romeo, and want to be part of it. We are taking more enquiries, and more of those people are serious about wanting to share the Alfa Romeo experience.”

To fulfil its goals, Alfa Romeo asked 3M Turkey to develop a custom display using sliding glass panels to create a large-format video screen for night-time use. As the sliding glass panel is used when moving cars in and out of the showroom, the dealership also wanted the display to enable the cars to be seen clearly through the shop window during the day. Vikuiti Rear Projection Film from 3M is uniquely able to support innovative concepts like this. It is lightweight, supports ultra large screen sizes, is easily installed directly behind or against shop windows, and operates in conjunction with an unobtrusive projection system.

Lloyd Cole, European Marketing Manager for 3M’s Optical Systems division, commented, “Vikuiti Film is the ultimate medium for powerful, persuasive images, making it a perfect solution for Alfa Romeo; which has some of the best images any brand could wish for. I am particularly pleased that the 3M team in Turkey was able to create this highly unusual implementation using sliding glass panels. It not only looks stunning, but further underlines the versatility and outstanding performance of Vikuiti Rear Projection Film.”

For more information, please visit www.3M.co.uk/vikuiti.

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3M and Vikuiti are registered trademarks of 3M

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3M is a $24.5 billion diversified technology company which, since 1902, has been creating innovative products that help make the world healthier, safer and more productive. Well known 3M brands include Scotch, Post-it, Scotchgard, Thinsulate and Scotch-Brite.

3M employs 76,200 people worldwide, producing thousands of innovative products for customers in dozens of diverse markets in some 200 countries. Its 45 technology platforms touch nearly every aspect of modern life - the company has applied its expertise in RFID technology to deliver biometric passports; it is using its understanding of the healthcare industry to provide hospitals with infection prevention and detection solutions; and its digital signage offerings are revolutionising the way businesses communicate with their customers, their employees and the general public.

The UK and Ireland is home to one of the largest 3M subsidiaries outside the USA, employing 4000 people across 18 locations, including 12 manufacturing sites. Products manufactured in the UK include coated abrasives, occupational health and environmental safety equipment, adhesive tapes, industrial microbiology products, drug delivery systems, high-performance coatings, secure documents and passport scanners.

3M Centre, Cain Road, Bracknell, Berkshire, RG12 8HT
Tel: 08705 360036

Press contacts:
Lloyd Cole Beky Hughes
3M United Kingdom plc Neesham Public Relations
Tel: + 44 (0) 1344 858387 Tel: +44 (0) 1296 628180
Email: lcole1@mmm.com Email: bekyh@neesham.co.uk

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