BMW builds 600kg replica i8 for out of home campaign at Clear Channel's Cromwell Road site
A full-scale, 600-kilogram fibreglass replica of the new BMW i8 hybrid sports car is to feature on Clear Channel’s flagship Cromwell Road site for the next two weeks.
The out of home campaign from BMW takes over all six of the Cromwell Road advertising panels with an elevated ramp built in to create an optical illusion of the replica i8 driving along a road.
BMW marketing communications manager – brand and new model launches, Nicola Green, commented: “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.”
Neil Chapman, head of create, Clear Channel UK’s creative services division, said the Cromwell Road site was “perfect for this kind of campaign” adding that the creative execution mirrored the “excitement associated with the BMW brand and its sports car.”
Vizeum and Posterscope planned and booked the campaign.
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