Content Refresh 4 Coca-Cola in Piccadilly Circus
Over the years, consumer taste, preference and lifestyles have changed and Coca‑Cola has had to evolve too.
With the introduction of its new ‘one brand’ strategy and ‘Choose Happiness’ positioning to help make choice easier and simpler, creative agency Sedley Place was briefed to design fresh content for the iconic Coca-Cola digital screen at the Piccadilly Lights. The content had to be unmistakably Coca-Cola and reflect its new brand positioning, but also be engaging and relevant to the space. The real challenge was to deliver this, from brief to activation, within three weeks to meet a UK launch day.
Sedley Place started with the iconic Coca-Cola bottle shape and Spencerian Script logo, bringing them to life through fresh and relevant moving designs, which also reinforced the 4 core brand colours of red, green, black and silver. With a range of new content between 5-20 seconds in duration, from bottle caps falling into place like an arcade game, to a photo realistic bottle being poured into an ice cold glass. Other designs reflect the busy underground station and the famous Eros statue at Piccadilly Circus.
David Strudwick, head of digital at Sedley Place told us “This was a fantastic brief from Coca-Cola for a truly unique digital space and we wanted to make sure the new content was not only engaging but also unmistakably Coca-Cola. Having worked with Coca-Cola on many Piccadilly projects, including the ‘Share A Coke’ campaign, it has been a pleasure to create something that I hope will live in that space for quite some time to come.”
With more than two million people passing the Piccadilly Lights every week, the new ‘Choose Happiness’ content has had exposure to more then 10 million people since they went live.
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