News

Landsec has extended its long-term partnership with Ocean Outdoor which manages the Digital Out of Home (DOOH) contract for Piccadilly Lights in London.

Under the terms of the agreement, Ocean will continue to manage content for the world’s No 1 advertising DOOH screen well into the next decade, and work with Landsec to elevate The Venue which sits beneath the Piccadilly Lights screen.

With its advanced technical and creative capabilities, Piccadilly Lights is the only DOOH asset bought by the world’s most prestigious brands. It is home to long term partners Coca-Cola and Samsung, the patchwork accommodating hundreds of other campaigns from global brands since the site relaunched as a single 783.5m² screen in October 2017.  

One of the most visited, photographed and shared DOOH destinations in the world, a Piccadilly Lights campaign generates worldwide media attention and comment. Previous campaigns for global fashion and entertainment brands have also delivered upwards of 18 million organic impacts on multiple social channels (source: Pulsar). 

As the surrounding neighbourhood undergoes a significant retail and entertainment renaissance, Ocean and Landsec will continue to use the halo effect of Piccadilly Lights to advance DOOH standards, drive footfall, revitalise the West End and boost economic activity.

Commenting on the contract, Landsec head of commercialisation Derek Manns, said: “Over the past nine years we have not only reaffirmed Piccadilly Lights as the No 1 destination for global brands, global citizens and Londoners, but established the landmark as the nation’s noticeboard and a cultural reference point.

“Going forward, the chance to occupy one of London’s most famous spots is enhanced by our brand new experience concept, The Venue, giving brands, creatives and agencies the opportunity to extend their on-screen presence into physical experiences right in the heart of London.”  

Ocean Outdoor UK CEO Phil Hall said: “London’s reputation as a centre for digital and technological innovation is exemplified by Piccadilly Lights which offers brands connections to audiences on multiple levels. Over the past nine years we have advanced the creative potential of DOOH, using Piccadilly Lights as a beacon for breakthrough techniques such as 3D DeepScreen® and AI.  

“Landsec’s vision for the future of OOH matches our ambitions and we are delighted to continue to define best in class OOH work alongside them.”

Ocean was first awarded the Piccadilly Lights contract in July 2016 as part of a milestone upgrade, working with Landsec to relaunch the historical London landmark, building on its long-term heritage as a premium outdoor destination.

Recent activations include an interactive 3D animation forming part of Coca-Cola’s ‘Create Real Magic’ AI campaign. Audiences could interact with the animation by scanning a QR code, allowing them to connect with an AI Santa to create shareable Christmas snow globes based on their favourite festive memories.

L’Oreal Paris’s Worth It Experience meanwhile transformed Piccadilly into a five-day beauty destination. The event combined a 10-hour TikTok shop and Paris fashion show which were streamed live on Piccadilly Lights, with ticketed talks and masterclasses with celebrity stylists, a hair styling bar, makeup bar and Parisian style café hosted by The Venue. The event attracted thousands, registered millions of views across social media and generated the best ever week for L’Oreal Paris sales in the Piccadilly branch of Boots.

Over the past nine years, the DOOH landmark has marked cultural and significant news moments including:

• Global film premieres including the release of James Bond movies and Gladiator II
• Livestreaming the NASA Mars Perseverance Rover landing
• Broadcasting highlights from Wimbledon, the world’s greatest tennis tournament
• Carrying important messages from Her Majesty the late Queen
• Celebrating HM The King’s Coronation
• Marking annual Holocaust Memorial Days and the centenary of the Armistice, remembering one million war dead
• Helping to advance multiple worthy causes, supporting the NHS and key workers, charities, the arts, and initiatives which benefit Londoners