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Piccadilly Circus lights could become one giant screen

London’s six iconic advertising hoardings at Piccadilly Circus could soon become one giant screen.
Land Securities, the site’s owner, has won planning permission to replace the six screens with one screen that could be sold for upwards of £30m a year according to industry estimates.
The six screens are worth more than £4m a year, but a single screen would be worth more than the individual screens combined, according to Lorna Tilbian, Numis Securities’ media analyst.
The first electrical ads appeared in Piccadilly Circus in 1908, with Perrier the first brand to be illuminated. Coca-Cola took its sign in 1955 and has had it ever since.
Piccadilly Circus was built to connect Regents Street with Piccadilly in 1819 and has been owned by Land Securities since 1968.
A Land Securities spokesman told The London Evening Standard: “We are working with experts in new technologies and out-of-home marketing to completely reposition this iconic site, giving advertisers innovative ways to interact with the two million weekly passers-by.”

Storm's Piccadilly screen celebrates100 days until the Rugby World Cup with live Periscope stream

Prince Harry will today mark 100 days to go until the start of the 2015 Rugby World Cup, as he joins England legends Jonny Wilkinson & Will Greenwood for a ceremony live from Twickenham.
Prince Harry will lead a number of short speeches in front of a few hundred fans assembled at Twickenham, before the Webb Ellis Cup is placed into a specially commissioned jeep which will start the UK trophy tour, with Will Greenwood beginning the first leg of the journey to Scotland.
Johnny W and Prince Harry- World Cup
Rugby fans around the world will be able to share in this moment through Periscope & Twitter. Out of Home media owner Clear Channel will also be displaying the 15-20 minute broadcast live on their premium Storm site in Piccadilly. Once the broadcast ends, Tweets will appear on-screen with fans able to send in questions for Jonny Wilkinson using #AskJonny.
This marks the first time a Periscope video stream has been displayed on this scale in the UK, on Storm’s iconic ‘One Piccadilly’.
This will also be the first ever Periscope from the recently launched, official @rugbyworldcup account. Fans should follow @rugbyworldcup on Periscope and Twitter to make sure they don’t miss it.

McDonald's Gives Piccadilly Circus Sign Interactive Overhaul

McDonald’s high-profile advertising sign in Piccadilly Circus has been overhauled to become a “gigantic interactive visitors’ book”.
Leo Burnett, the fast-food company’s creative agency, has created a fictional world called “Little Piccadilly”.
As people pass the McDonald’s screen, they will be invited to create their own animated character on the website LittlePicca.com and send it to the screen through their smartphone. The character will then appear on the screen in “Little Piccadilly” shortly afterwards.
The characters will be rotated on the sign, meaning each character effectively becomes a permanent resident on the sign. The sign will work 24/7, 365 days a year and the background will change to reflect the real-time weather and season conditions, such as rain, sun, night.
The agency claims this will make it the world’s first digital advertising screen to be fully interactive.
McDonald’s says this new sign reflects the “democratic values” of its brand, by allowing everyone to make their mark on one of the world’s most visited places.
There are more than 300 million possible combinations of illustrated artwork and animations, so the same thing will never be shown twice.
Little Piccadilly is a long-term initiative and the agency plans to add new functionality over time, such as messaging and real-time games.
Via: Brand Republic

London’s Piccadilly Lights to offer brands more creative flexibility

The iconic advertising hoardings of London’s Piccadilly Lights are about to undergo a makeover offering new and current advertisers such as Samsung and McDonald’s greater creativity flexibility.
The change stems from the addition of a seventh screen to the famous West Side, marking the first time since the lights were created in 1908 that the advertising space has been expanded. It was announced earlier this year but the site’s owners Land Securities have only now revealed further details on what it means for advertisers.
Brands, from later this month, will be able to use the screen, which uses Clear Channel’s digital format Storm, to support more targeted campaigns and tactical stunts to target shoppers as they walk by.
Some two million people pass through Piccadilly Circus each week, according to the owners, with around 70 per cent of those pedestrians. It is hoped the move will be able to monetise this traffic through emerging trends in digital outdoor advertising.
The famous landmark has existed for more than 100 years, showcasing 50 brands including Sanyo, Carlsberg, Volkwagen and Schweppes.

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