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Smirnoff celebrates inclusivity with "Free to be" campaign on the Piccadilly Lights

Smirnoff celebrated inclusivity in nightlife culture for the next chapter of their “We’re Open” campaign on the Piccadilly Lights, over the festive period.
The campaign ran on Ocean Outdoor’s iconic Piccadilly Lights during the festive period between 25th – 31st December, and also included a countdown to New Year’s, where huge crowds gathered during the night in Piccadilly Circus to join the celebrations.
In addition to positioning Smirnoff as the drink to enjoy responsibly during the occasion, the campaign ran alongside the Mayor of London’s gender-equality campaign once the clock struck midnight, making it the perfect platform for Smirnoff to push gender inclusivity, raise awareness and shift perceptions of the non-binary community on an unmissable scale.
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London’s iconic Piccadilly Lights are switched back on

The world-famous Piccadilly Lights were switched back on at 8am today (Thursday 26th October) , after a nine month period of renovation. A spectacular display of colours, which were sponsored by members of the public as part of a fundraising campaign for Barnardo’s, was the first image to appear on the new screen.
Landsec, the owner of Piccadilly Lights, has replaced the original patchwork of screens with a single state-of-the-art 4K LED digital screen and live technology hub, which allows the screen to react to certain external factors, such as the weather or temperature. This feature enables brands to display creative and innovative content, such as weather-appropriate clothing. The technology does not collect or store any personal data and is unable to record images or audio.
Coca-Cola, Samsung, Hyundai, L’Oréal Paris, eBay, Hunter and Stella McCartney are now advertising on the newly-launched screen, which is managed by Ocean Outdoor.
Ocean Outdoor chief executive officer Tim Bleakley said:
“Piccadilly Lights is one of the world’s most responsive, feature-rich advertising displays. Today is a major milestone in the history of Piccadilly Lights and to mark it we have a superb line-up of iconic global brands across six categories ready to exercise its creativity.”

New Piccadilly Lights will incorporate vehicle and emotion recognition technology to deliver bespoke content

A big and flashy new billboard in London’s Piccadilly Circus is joining the trend of targeting individual passersby, both pedestrians and drivers, and then serving ads to them.
The digital LED screen, about 2,600 square feet in size and divisible into six ads, will feature about some 11 million pixels, Wired U.K. reports, and is the largest of its kind in Europe. Built-in cameras will analyse approaching vehicles—make, model and color—and serve pre-programmed ads aimed at the person it presumes is behind a particular kind of wheel.
The billboard will also be able to determine the “gender, age group and even emotions” of nearby pedestrians, too, and “deliver bespoke ad content” to them, according to Landsec, which will manage the board. The company tells The Verge, however, that it won’t collect or store any personal details of passersby.

Via: AdWeek

 

Countdown begins for world-famous Piccadilly Lights switch on

The countdown has begun for the world-famous Piccadilly Lights to be switched back on, after over nine months in darkness for major renovation work. To mark the moment, Landsec, the UK’s largest listed commercial property company and owner of the Lights, is launching the #PiccadillyOn campaign, bringing colour to life in aid of Barnardo’s.
The #PiccadillyOn campaign, which launches today, invites people around the world to be part of this remarkable moment in London’s history. For a minimum donation of £2.00, people can sponsor a unique colour chip which will form part of a 3D countdown clock on the screen, before forming part of a choreographed reveal moment in October.
At the moment of relaunch, the screens will be powered up with a spectacular display of the sponsored colours, each of which will be shown on screen and live streamed on Facebook for fans across the globe to watch.
Anyone can own a unique piece of London’s digital history by visiting www.PiccadillyOn.London, where they can choose their colour to support Barnardo’s and be part of this historic moment. Supporters will receive their unique digital colour chip to post on their social media channels.
All money raised will go to Barnardo’s, the UK’s largest children’s charity and Landsec’s national charity partner for 2017. Coca-Cola, which has long been part of Piccadilly Lights’ history, has kicked off the fundraising with a donation to sponsor their red colour chip.
The Piccadilly Lights site has been under renovation since January. The original patchwork of screens is being replaced with a single state-of-the-art 4K LED digital screen and live technology hub. This will be the largest screen of its kind in Europe and will be able to divide into six full and subtle motion segments. Advertisers will be able to stream live videos, lifestyle updates, such as weather and sports results, and real time social media feeds.
Vasiliki Arvaniti, Portfolio Manager at Landsec said:
“#PiccadillyOn continues Piccadilly Lights’ tradition for innovation, offering brands pioneering technology to connect with and create new experiences for the 100 million people who pass through Piccadilly Circus every year. It’s a privilege to be able to fundraise for Barnardo’s as we deliver such a historic moment for London.”
Javed Khan, Barnardo’s Chief Executive said:
“We’re absolutely thrilled that Landsec has chosen Barnardo’s, the UK’s leading children’s charity, to be the beneficiary of the #PiccadillyOn campaign. By sponsoring a colour, members of the public will literally be lighting up the lives of thousands of vulnerable children and helping them to have brighter futures.
“A donation will allow us to continue our vital work supporting children most in need to lead positive and fulfilling lives.”
  
Aedamar Howlett, Marketing Director at Coca-Cola Great Britain said:
“The Piccadilly Lights have been an important part of our marketing strategy for over 60 years and we’re proud to continue this legacy with #PiccadillyOn, which not only supports an important UK charity but allows members of the public to be part of advertising history.
“We look forward to a new chapter for the Piccadilly Lights and showcasing new Coca-Cola content on the innovative screen.”
Landsec worked with premium digital out-of-home media owner Ocean Outdoor to secure permission from Westminster City Council to undertake the major upgrade.
Ocean Outdoor CEO Tim Bleakley said:  “Piccadilly Lights is the world’s most complex, feature rich advertising display and surpasses all other out-of-home sites for its technical and interactive broadcast capabilities.
“Operationally, Piccadilly Lights will be like running six TV channels. No other screen can synchronise content from six advertisers to a precise broadcast transmission schedule which is timed to the second. This project is a terrific investment in the development of digital out of home; it demonstrates pioneering leadership and innovation in this field.”
The new screen was manufactured by Daktronics and is supported around the clock by a bespoke technical hub developed by Landsec, Ocean and London based Digital Media Technologies.
To get involved and be a part of the iconic switch-on moment, people can choose their colour and donate at www.PiccadillyOn.London and share their support on social media using #PiccadillyOn.
Via: OutSmart

Research confirms the positive effect of Piccadilly Lights on brand image

By Miriam Buireu, Account Director, PSI
Piccadilly Circus has a long & rich history as an iconic landmark for London and the UK. So when Ocean and Land Securities’ announced exciting plans for the new Piccadilly Lights, creating a unique and prestigious new platform for brands to reach global consumers in the UK’s capital, it represented far more than just an upgrade of an OOH advertising location.
We wanted to understand what Piccadilly Circus really means to people, how they perceive the brands that advertise there, and how the planned improvement might effect this.
PSI have carried out a piece of research to understand how consumers currently view Piccadilly Circus and Piccadilly Lights, how brands currently advertising on Piccadilly Lights are perceived and most importantly to understand the benefits of the proposed improvements to the site.
Methodology
Earlier this year, we spoke to 300 people about Piccadilly in face-to-face interviews. A third of them were International tourists, and all had visited the area at least twice in the last week.
This is what we learned:
Famous, busy and iconic

  • Current attitudes towards Piccadilly Circus as an area are positive with consumers agreeing that the area is seen as a famous, busy and iconic (99%, 91% and 85% respectively)
  • The Piccadilly Lights clearly dominate the area – 100% of our UK respondents notice the large illuminated screens on their visits to the area.
  • The first things consumers think about when asked about the Piccadilly Lights relate to its size, prominence, and colourful display. It is also described as a vibrant, entertaining and modern landmark. (94% of responses had positive connotations)
  • The Piccadilly Lights as they currently stand are well-loved – the majority of people agree that they have a relevant place in a global city like London (95%); that they are iconic (92%), and grab attention (92%) from passers-by

Powerful advertising

  • Consumers overwhelmingly recalled the Piccadilly Lights over all other forms of advertising in the area – 8 out of 10 responded spontaneously named the Piccadilly Lights
  • Brands advertising on the screen enjoy a wealth of benefits –2/3 of those respondents who said they notice advertisers on Piccadilly Lights agree that they are global, modern and innovative brands.
  • Brands who advertise on the Piccadilly Lights have a universal appeal – 86% of consumers view them as “global brands”
  • 95% of consumers think that the site “is the kind of advertising I’d expect to see in a global city like London… it is the kind of site you see big brands advertised on”

A glimpse of the future….

  • Consumer sentiment is very positive, enthusiastic and receptive to these changes. Overall, 83% of consumers feel that the proposed changes to the site will make for more memorable advertising
  • 90% think that the introduction of the rotational basis of advertisements will afford brands more noticeability
  • 93% think that the opportunity for one brand to dominate the screen will afford brands more impactful messaging.
  • Overall 86% consumers agree that modernising the screen will modernise the entire area and a further 77% agree that the improvements to the site will not impact the heritage of Piccadilly Lights 86% agree they will take more notice of brands advertising on the new Piccadilly screen.

These remarkably positive attitudes about Piccadilly and the planned changes demonstrate the vast opportunity for global brands. In Piccadilly, advertisers can genuinely connect with on-the-go audiences and create advertising which is more powerful because of the context in which it is seen. We’re excited about what the future holds for brand advertising at Piccadilly.
Via: Ocean Outdoor
 

Piccadilly Lights unveils new banner while undergoing transformation

Coca-Cola, Samsung and L’Oréal are the global launch partners for a new illuminated banner covering the world famous Piccadilly Lights. The iconic advertising location, which is managed by Ocean Outdoor on behalf of Land Securities, is undergoing a 10 month digital transformation.
Samsung and Coca-Cola are already long term advertisers on the Piccadilly Circus site and both have confirmed their presence when the new Lights are switched on later this year.
The British Olympic Association with Team GB also marks the count down to the team’s participation in the 2018 Winter Olympic Games in Korea one year from now.
Work commenced on an upgrade of Piccadilly Lights in January when the screens were temporarily switched off for the first time since the Blitz.
The current patchwork of screens is being replaced with a single state-of-the-art LED digital screen and supporting live technology hub. The 4K 790 square metre screen, which will be the largest of its kind in Europe, will combine total screen takeovers by brands and divide into six full and subtle motion segments, preserving the Lights’ famous mosaic appearance.
The new Piccadilly Lights are scheduled to relaunch in autumn 2017.
Via: Ocean Outdoor
 

Ocean unveils Piccadilly Lights transformation

Piccadilly Lights, the world’s number one advertising location, is to undergo a complete transformation.
Ocean has won the contract to operate the central London landmark as part of a milestone upgrade of the iconic location to be undertaken by its owner, Land Securities.
Construction, which commences in January 2017, will see the current patchwork of screens replaced with a single state-of-the-art LED digital screen and live technology hub.
The 4K, 790 square metre screen, which will be the largest of its kind in Europe, will divide into six full and subtle motion segments, preserving the Lights’ famous mosaic appearance.
The new Lights will have fast speed wifi, audience and car recognition technology and will become fully responsive to the environment (ie the weather, audiences, traffic), deploying a dedicated leased fibre line to enable for interactivity, moderated broadcast quality streaming and various social feeds.
Coca-Cola, which has been present at the location since 1954, and fellow incumbent Samsung, have confirmed their long standing commitments to the new Lights.
For the first time in its existence, contracts for four other positions on the Lights are available, representing a huge opportunity for global brands that were previously locked out of this world famous location.
The new Piccadilly Lights are scheduled to relaunch in autumn 2017. Whilst works are underway, a static, illuminated banner featuring the signed brands will be in place.
Ocean is showcasing the transformation of the Lights with a print ad campaign including the Financial Times, Wired magazine and Campaign.
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.”
The current format of four incumbent advertisers and two available screens (called One Piccadilly and The Curve) will be replaced with 790 square metres of screen. This will be divided into two large format full motion landscape segments and four smaller subtle motion squares. Six advertisers, each with two creative approaches, will periodically rotate their subtle and full motion content across each of the six segments. At the end of each 30 minute loop, one single advertiser will take full domination of the complete space.

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