The countdown has started to the switch-on of London's world-famous Piccadilly Lights after more than nine months' major renovation work. To mark the moment, Landsec, owner of the Lights, is launching the #PiccadillyOn campaign, bringing colour to life in aid of Barnardo’s.
#PiccadillyOn invites people to 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. Anyone can own a unique piece of London’s digital history by visiting www.PiccadillyOn.London
to receive their unique digital colour chip to post on social media channels.
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.
Landsec worked with Ocean Outdoor, who operate the advertising screen, 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 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.