As Team GB went for gold in Rio, brands went for gold in UK Out Of Home in order to show their support and stand out from the crowd. By making use of Clear Channel’s premium digital brand, Storm, its flexible ownership model, and reactive capabilities, advertisers were able to gain more cut-through during the Olympic Games.
One of those brands was Aldi, whose reactive advert featured UK gold medal winner and Aldi Ambassador Jack Laugher and his diving partner Chris Mears. Aldi used the bespoke lighting effect on Storm The Mile in Jack’s hometown of Leeds, surrounding the ad with golden light – placing it in context to the global win and taking complete ownership of the site.
Aldi, an official sponsor of Team GB, also shared another campaign across the UK for ‘Cream GB’ to support the team over in Brazil and drum up appetite for their British ice cream in August. But they weren’t the only ones who made the most of Storm in the run up to and during the games…
Other advertisers also used Storm and its capabilities to boost brand awareness and put the spotlight on Team GB. Adverts from Hyundai, sponsors of Team Wiggins Cycling, also ran, as well as those from Strongbow, another official sponsor of Team GB, which also featured on Clear Channel’s national Adshel Live network of digital 6-sheets.