Piccadilly Lights, nestled in a prime location in London’s West End, has long been seen as an iconic Out of Home (OOH) advertising site. Established 117 years ago, it has evolved remarkably, adapting to technological advances and changing commercial landscapes. Owned by Landsec, this London landmark has become a central stage for the world’s top brands, thanks to its innovative capabilities. Historically significant, Piccadilly Lights is a testament to the enduring power of classic advertising formats while embracing modern technological advancements.
The Historical Significance of Piccadilly Lights
A Century of Evolution
Piccadilly Lights has a rich history, having been a prominent advertising site for over a century. The landmark initially gained fame for its neon signs, which were a major attraction and a symbol of advertising innovation during their time. However, the site’s importance was not just limited to advertising; it also held historical value. During the Blitz in World War II, Piccadilly Lights was switched off, marking a dark chapter in history. This historical backdrop adds a layer of prestige and nostalgia, making Piccadilly Lights a coveted advertising space for brands looking to associate with its rich legacy.
The site’s ability to transition through various technological phases has ensured its relevance over the decades. From the early days of neon signs to modern high-definition digital displays, Piccadilly Lights has always been at the forefront of advertising innovation. This continued evolution has not only sustained its iconic status but has also enhanced its appeal as an advertising destination. By adapting to the changing commercial landscapes, Piccadilly Lights has managed to retain its charm while offering contemporary advertising solutions to global brands.
The 2017 Revamp
The 2017 revamp brought significant changes to the company’s structure and operations, aiming to enhance efficiency and drive growth across various sectors.
In October 2017, Piccadilly Lights underwent a significant transformation that marked a new era in out-of-home (OOH) advertising. The site was equipped with a 783.5m2 curved screen capable of displaying high-definition digital content, making it one of the most advanced advertising platforms globally. This upgrade allowed the landmark to transcend its historical limitations and embrace the possibilities of modern digital advertising. Brands like Coca-Cola and Samsung were among the first to leverage the potential of this revitalized space, creating high-impact campaigns that left lasting impressions on audiences.
The 2017 revamp was more than just a technological upgrade; it was a reimagining of what Piccadilly Lights could offer in the realm of advertising. The new screen’s ability to display high-definition content enabled brands to create visually stunning ads that were not possible with earlier technologies. This transformation underscored Piccadilly Lights’ commitment to innovation while maintaining its historical significance. The blend of rich history and modern technology has made Piccadilly Lights a unique and powerful advertising platform, attracting top-tier brands from around the world.
Technological Advancements and Modernization
High-Definition Digital Content
The modern-day Piccadilly Lights feature a state-of-the-art digital screen that can display high-definition content, enabling brands to create visually stunning and engaging advertisements. This technological advancement has significantly enhanced the overall impact of advertising campaigns, making them more memorable and effective. The high-definition screen allows for vibrant, dynamic, and detailed visuals that capture the attention of passersby, turning fleeting glances into prolonged engagements. This level of visual clarity and engagement was previously unattainable, marking a substantial leap forward in the capabilities of OOH advertising.
Moreover, the advanced digital capabilities of Piccadilly Lights facilitate a range of creative possibilities for advertisers. Interactive elements, real-time updates, and synchronized multi-screen displays are just a few examples of the innovative features brands can utilize. These capabilities provide a versatile platform for advertisers to experiment with new formats and ideas, pushing the boundaries of traditional advertising. The combination of high-definition digital content and creative freedom has made Piccadilly Lights an attractive venue for brands looking to make a bold statement in a crowded advertising landscape.
Experiential Space: The Venue
Landsec introduced The Venue, an experiential space located directly beneath the Piccadilly Lights screen. This space allows brands to create immersive experiences through pop-ups and other engaging formats, adding a new dimension to their advertising campaigns. The Venue provides a unified platform for both digital displays and on-the-ground interactions, amplifying the overall impact of advertising efforts. By offering a physical space for brand interactions, The Venue bridges the gap between digital and physical advertising, creating a holistic and immersive brand experience for audiences.
The combination of digital displays and experiential marketing has proven to be a powerful strategy for brand takeovers at Piccadilly Lights. The venue allows brands to capitalize on the high foot traffic in the area, creating memorable and interactive experiences that leave a lasting impression. For example, a brand can synchronize a digital ad on the screen with a physical activation below, providing a cohesive and engaging experience for viewers. This approach not only enhances the visibility of the campaign but also increases audience engagement, making Piccadilly Lights a prime location for cutting-edge advertising strategies.
The Priming Effect and Campaign Efficiency
High-Impact Large Format Digital Ads
Studies, including those by Ocean Neuroscience, have demonstrated that high-impact large format digital (LFD) ads significantly enhance the effectiveness of smaller ad formats later in a campaign. This phenomenon, known as the “priming effect,” means that starting a campaign on a high-profile public space like Piccadilly Lights can prime audiences for follow-up media, improving overall campaign efficiency. The prominent and visually captivating nature of LFD ads captures and retains viewer attention, setting a strong foundation for subsequent advertising efforts across various platforms.
The priming effect is particularly valuable in today’s advertising landscape, where capturing and maintaining audience attention can be challenging. By leveraging the high impact of Piccadilly Lights, brands can create a strong initial impression that enhances the effectiveness of their entire campaign. This strategic approach allows advertisers to maximize their return on investment, ensuring that their message resonates with audiences across multiple touchpoints. The ability to initiate a campaign with such a significant impact sets Piccadilly Lights apart as a premier advertising platform.
Integration with Social Media
Piccadilly Lights capitalizes on its status as one of London’s most photographed hotspots by seamlessly integrating with social media platforms. Ocean Labs’ technology allows for live streams of creative work and events, turning local campaigns into global conversations. This integration extends the reach and impact of advertising campaigns, transforming them from localized efforts into worldwide phenomena. For instance, a recent 3D DeepScreen® campaign garnered 600,000 digital impressions within a week, demonstrating the powerful synergy between digital out-of-home (DOOH) advertising and social media strategies.
The integration with social media also offers valuable data and insights for advertisers. Real-time analytics and audience engagement metrics provide brands with a deeper understanding of how their campaigns are performing. This data-driven approach enables advertisers to optimize their strategies, making adjustments in real-time to enhance effectiveness. By leveraging both the physical prominence of Piccadilly Lights and the expansive reach of social media, brands can create highly impactful and adaptable advertising campaigns that resonate with audiences on multiple levels.
Creative and Impactful Campaigns
Ancestry® and Historical Reflections
Ancestry®’s campaign took viewers back in time, reflecting on Piccadilly Lights’ rich history from its neon days to the wartime switch-off during the Blitz. This creative approach not only engaged audiences but also highlighted the landmark’s historical significance, making it a memorable and impactful campaign. By tapping into the nostalgia and historical importance of Piccadilly Lights, Ancestry® was able to create a unique connection with viewers, blending past and present in a compelling narrative that resonated deeply with the audience.
The campaign’s success underscores the power of storytelling in advertising. By weaving historical elements into their narrative, Ancestry® created a campaign that was not only visually appealing but also emotionally engaging. This approach allowed the brand to stand out in a crowded advertising environment, capturing the attention and imagination of viewers. The use of Piccadilly Lights as a canvas for such a rich and evocative campaign highlights the landmark’s potential to elevate advertising efforts through creative and thoughtful storytelling.
Gorillaz and Augmented Reality
Virtual band Gorillaz used augmented reality (AR) to blur the lines between physical and digital spaces during their campaign at Piccadilly Lights. This standout campaign employed AR technology to create an immersive and interactive experience for viewers, showcasing the potential of innovative technologies in DOOH advertising. The campaign was so impactful that it won multiple accolades, including a Gold Cannes Lion, exemplifying the effectiveness of blending cutting-edge technology with traditional advertising formats.
The Gorillaz campaign demonstrated how AR can be used to create engaging and memorable experiences that captivate audiences. By overlaying digital content onto the physical environment, the band was able to create a dynamic and interactive narrative that drew viewers in and kept them engaged. This innovative approach not only highlighted the technological capabilities of Piccadilly Lights but also set a new standard for what can be achieved in DOOH advertising. The success of the Gorillaz AR campaign serves as a blueprint for future advertisers looking to leverage technology to create impactful and unforgettable campaigns.
Key Events and Milestones
2017: The Relaunch
The relaunch of Piccadilly Lights in 2017 marked a significant milestone in OOH advertising. After nine months of redevelopment, the iconic patchwork look was retained, but with technological upgrades that allowed six brands to rotate their ads every 90 seconds, each enjoying a dominant 40-second spot every 10 minutes. This new format provided advertisers with unparalleled visibility and flexibility, enabling them to create high-impact campaigns that maximized their reach. The relaunch signified a new era for Piccadilly Lights, blending its rich history with cutting-edge technology to create a premier advertising platform.
The relaunch also introduced new possibilities for creative and innovative advertising. The advanced capabilities of the new screen allowed for dynamic and visually stunning ads that captured the attention of passersby. Brands could now leverage the full potential of digital technology, creating campaigns that were both engaging and memorable. The combination of historical significance and modern innovation made the relaunch of Piccadilly Lights a defining moment in the evolution of out-of-home (OOH) advertising, setting a new standard for what could be achieved in public advertising spaces.
2019: James Bond Trailer Debut
In 2019, Piccadilly Lights hosted the world media’s first debut of the trailer for the James Bond movie “No Time To Die.” This event exemplified the location’s upscaled capability to amplify and extend audience reach through earned media coverage. The debut of such a high-profile trailer at Piccadilly Lights underscored the landmark’s status as a premier advertising destination, capable of generating significant buzz and excitement. The event attracted widespread media attention, highlighting the potential of Piccadilly Lights to serve as a launchpad for major advertising campaigns and entertainment events.
The success of the James Bond trailer debut demonstrated the power of Piccadilly Lights in elevating advertising efforts. The event not only captured the attention of those present but also generated extensive coverage across various media platforms, amplifying its reach and impact. This milestone event showcased the ability of Piccadilly Lights to create memorable and high-profile advertising moments, further solidifying its reputation as a leading out-of-home advertising site.
2020: Inspirational Messages During COVID-19
During the COVID-19 pandemic, Piccadilly Lights served as a beacon of hope and resilience by displaying inspirational messages from the late Queen. This instance highlighted the landmark’s ability to serve as a national noticeboard beyond commercial advertising, connecting the nation in unprecedented times. The messages provided comfort and encouragement to the public, showcasing the versatility of Piccadilly Lights as a platform for both commercial and public service messaging. This shift in focus demonstrated the landmark’s capacity to adapt to the needs of the moment, reinforcing its significance as a central and influential public space.
The use of Piccadilly Lights for inspirational messaging during the pandemic also underscored the platform’s ability to foster a sense of community and solidarity. By leveraging its prominent location and high visibility, Piccadilly Lights was able to convey messages that resonated deeply with the public, providing a source of strength and unity during challenging times. This example of adaptive use highlighted the potential of out-of-home advertising platforms to not only promote brands but also to serve as vital communication tools in times of crisis.
2021: NASA Perseverance Rover Landing
The landing of the NASA Perseverance Rover was live-streamed from Mars directly onto Piccadilly Lights in 2021. This event emphasized the technical possibilities and cultural significance of integrating international events with landmark locations through digital means. The live stream captivated audiences, demonstrating the ability of Piccadilly Lights to bring distant and monumental events to life in real-time. This technologically advanced undertaking showcased the potential of Piccadilly Lights as a platform for innovative and engaging content, bridging the gap between outer space and a central London location.
The live streaming of the NASA Perseverance Rover landing also highlighted the importance of Piccadilly Lights in cultural and scientific contexts. By broadcasting such a significant event, Piccadilly Lights reinforced its role as more than just an advertising site but a venue for sharing groundbreaking moments with the public. This event illustrated the landmark’s capability to adapt and engage with a wide range of content, making it a versatile and dynamic platform for diverse types of messaging and events.
2022: England’s Lionesses UEFA Victory
In 2022, England’s Lionesses celebrated their UEFA victory with a Piccadilly Lights takeover. This event showcased how sports victories and other significant national events are celebrated on this iconic platform. By dedicating space to honor the Lionesses’ triumph, Piccadilly Lights demonstrated its ability to serve as a national stage for moments of pride and celebration. The takeover attracted widespread attention, underscoring the landmark’s role in uniting the public through shared experiences and significant milestones.
The celebration of England’s Lionesses at Piccadilly Lights also highlighted the landmark’s ability to amplify the impact of sports achievements. By broadcasting the victory on such a prominent platform, Piccadilly Lights elevated the celebration, making it a memorable and widely recognized event. This example of using the platform for national celebrations reinforced its significance as a central and influential space for public acknowledgment and pride. The event further solidified Piccadilly Lights’ status as a premier venue for recognizing and commemorating important moments in national life.
2023 and Beyond: Pan-Atlantic Sales Alliance
The pan-Atlantic sales alliance between Ocean Outdoor and Branded Cities, announced in 2023, bundles five prime OOH locations into a premium advertising package. This initiative underscores Piccadilly Lights’ role in a larger, interconnected global advertising strategy. By partnering with Branded Cities, Ocean Outdoor has expanded the reach and influence of Piccadilly Lights, positioning it as a key component in a broader network of prime advertising sites. This strategic alliance highlights the increasing importance of global collaboration in the OOH advertising industry, paving the way for more integrated and expansive advertising campaigns.
The pan-Atlantic sales alliance also reflects a trend toward creating premium advertising packages that cater to global brands looking for cohesive and impactful campaigns. By bundling prime locations, advertisers can achieve broader reach and consistency in their messaging, enhancing the overall effectiveness of their campaigns. This forward-thinking approach positions Piccadilly Lights and its sister sites as essential elements in the future of global OOH advertising, providing brands with unparalleled opportunities to connect with diverse audiences across multiple markets.
2024: Unveiling of The Venue
The scheduled unveiling of The Venue in 2024 marks another significant step towards enhancing experiential and interactive brand engagement at Piccadilly Lights. This new space will provide brands with additional opportunities to create immersive experiences, merging physical interaction with digital displays. The Venue aims to expand the possibilities for interactive and engaging brand activations, offering a versatile and dynamic platform for advertisers. By combining the high visibility of Piccadilly Lights with a dedicated experiential space, The Venue promises to revolutionize the way brands connect with their audiences.
The introduction of The Venue represents a forward-thinking approach to modern advertising, recognizing the value of blending digital and physical elements to create cohesive and impactful campaigns. This new development underscores Piccadilly Lights’ commitment to staying at the cutting edge of advertising innovation, continuously evolving to meet the demands of contemporary marketing strategies. The unveiling of The Venue is anticipated to further cement Piccadilly Lights’ status as a premier advertising destination, offering brands unparalleled opportunities for creative and immersive engagements.
Conclusion: A Visionary Future for DOOH Advertising
Piccadilly Lights, situated in the heart of London’s West End, is recognized as one of the most iconic Out of Home (OOH) advertising venues globally. Having been established 117 years ago, this landmark has seen remarkable evolution over the decades. It has seamlessly adapted to technological innovations and shifting commercial landscapes. Owned by Landsec, Piccadilly Lights has maintained its prominence by integrating cutting-edge technology, making it a prime stage for the world’s leading brands to showcase their advertisements. This site, with its historical significance, exemplifies the enduring power of classic advertising mediums while continually incorporating modern technological advancements. Over the years, Piccadilly Lights has not only stayed relevant but has also set standards for other advertising platforms. Its ability to blend tradition with innovation is what keeps it ahead in the advertising world. As such, Piccadilly Lights is not just an advertising space; it’s a part of London’s cultural and commercial heritage, representing a fusion of history and modernity.
