Piccadilly Lights to undergo a complete transformation

One of the world’s most iconic advertising locations, London’s Piccadilly Lights, will give brands the opportunity to take over the whole site as one screen for the first time. Ocean will make the complete transformation after they won the contract to operate the iconic central London Landmark as part of a milestone upgrade.

Previously there were four permanent slots with two non-permanent ones which will be replaced with a single state-of-the-art LED digital screen and live technology hub as construction commences this month.

The new screen will be divided into six full and subtle motion segments to preserve its famous mosaic appearance and as a 4k, 790 square metre screen, this will be the largest of its kind in Europe.

Advertisers will have the opportunity to run interactive and real-time campaigns as the new lights will have audience and car recognition technology and will become fully responsive to the environment (weather, audiences and traffic). With a high speed Wi-Fi also being fitted, this will enable interactivity, moderated broadcast quality streaming and various social feeds.

A static, illuminated banner featuring the 2 long standing committed clients Coca-Cola and Samsung, will be in place while the site under construction and until the relaunch in autumn 2017.

Vasiliki Arvaniti, portfolio manager at Land Securities, said: “This is a unique milestone for Piccadilly Lights, which has provided a visual home for much-loved brands for over a century. London is one of the world leaders for digital and technological innovation, and Piccadilly Lights is leading the way, engaging with global brands, global citizens and above all the local community.”

Ocean Outdoor CEO Tim Bleakley said: “Ocean won this tender because we fully understand the need to protect the status of the Lights, but also the need to transform them to maintain that iconic status. The solution we have developed retains the innovative nature of the Lights. Ocean also becomes the first OOH operator to introduce a one screen solution which ticks all the boxes in terms of fully responsive technology.”

“Piccadilly Lights is one of the world’s most sought-after advertising sites, and this transformation takes it to the next level. Going forward we will work with all of the stakeholders to ensure the Lights remain a testament to London’s global reputation for defining invention and innovation.”

Aedamar Howlett, Coca-Cola Great Britain and Ireland marketing director, said: “At a time when there are more advertising opportunities for brands than ever before, there are only a handful of advertising spaces in the world that are as iconic and unique as the Piccadilly Lights. The new technology will allow us to be more creative with how we use the space, providing new opportunities to tailor our messages in real time and engage consumers directly with our content.”

Russell Taylor, chief marketing officer, Samsung UK & Ireland, said: “Samsung has had the privilege of being associated with Piccadilly Lights, one of London’s most iconic landmarks, for over two decades. We look forward to the redevelopment of the site, as will the millions global consumers that pass by it every day.”

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