Storm transforms iconic Cromwell Road site into Storm Cromination London

Storm Cromination London consists of six consecutive 96-sheet screens sold together as a single opportunity and will be one of the longest digital Out of Home advertising sites in Europe, spanning a vast 72 metres. Storm Cromination London launches on 12th October and will become Storm’s 21st site.
The new site, developed in partnership with Wildstone, will offer advertisers unrivalled creative opportunities through dynamic digital capabilities and Storm’s signature digital nameplates – allowing for total ownership by brands. The site’s famous special build elements will be retained as part of the transformation.
State-of-the-art digital capabilities allow for dynamic and reactive advertising copy and enable the screens to be utilised to suit specific campaign needs – whether this is displaying different brand creative on each screen or working in synchronisation to create one unified execution.
Storm Cromination London is the latest addition to Storm’s rapid portfolio expansion and is part of Clear Channel’s wider digital transformation project. Storm Cromination London follows the recent announcement of three new Storm sites in London – in Billingsgate, Lambeth and Shoreditch, and Storm’s first site outside London – the Queensway Birmingham. These four new sites complement a comprehensive premium offering across London, with further nationwide investment to be announced soon.
As the 21st site in Storm’s portfolio, Storm Cromination London represents a landmark achievement for Clear Channel’s premium large format digital brand, which was launched only three years ago.
Aimee McKay, Managing Director at Storm, said: “We are thrilled to be adding the digitised Cromwell Road to the Storm portfolio. The Cromination is already one of the country’s most famous Out of Home advertising sites and we think transforming the site is the biggest upgrade in UK Out of Home this year. We firmly believe transforming the site to digital while retaining the Cromwell Road’s famous special-build capabilities means Storm can offer advertisers the most creative space in UK Out of Home media.”

Cromwell Road Revs Up for New BMW i8 Campaign

Over the next two weeks, Clear Channel’s flagship Cromwell Road site will be home to a full-scale, 600-kilogram fibreglass replica of the new BMW i8 – the innovative hybrid sports car from one of the world’s leading car manufacturers.
BMW has taken over all six Cromwell Road advertising panels for their stunning out-of-home advertising campaign. An elevated ramp has been built to create the illusion of the replica i8 driving along a road, bringing the advert to life. The campaign was planned and booked by Vizeum and Posterscope.
Nicola Green, BMW’s Marketing Communications Manager – Brand and New Model Launches, said: “The i8 is a car which stands out – its design, innovation and performance. As such, it was important for us that when marketing and promoting this model, we did something a little bit different.  The Cromwell Road placement allows us to do that in an eye-catching and exciting way.”

Digital outdoor ads 'recognise' MINI drivers

MINI has launched a digital billboard campaign that “recognises” MINI owners as they drive past, and serves them tailored messages. The ads, which talk directly to MINI drivers passing by the sites, launched on Bank Holiday Monday across five JCDecaux digital billboards situated on the Cromwell Road. A team of car enthusiasts will act as “spotters” and will trigger the different content. On the 29th August an experiential element will be added. On that day, drivers will be invited to interact with the billboard and will be offered a series of treats – such as bacon sandwiches and smoothies in the morning, or a tank of fuel, or flowers on the home-time drive – at a designated pull-in space on the road. The campaign, created by Iris, Vizeum and Posterscope, has been designed to celebrate the “spirit of inventiveness” among MINI owners and forms part of the car brands wider “Not Normal” activity.

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