Adrian J Cotterill, Editor-in-Chief
Landsec, the UK’s largest listed commercial property company and owner of Piccadilly Lights, has announced that L’Oréal has signed a deal to advertise on the brand new screen when it is switched back on this October.
L’Oréal will be one of six advertisers at the premium site and joins Coca-Cola, Hyundai, Samsung and two further brands, to be announced. L’Oréal Paris x Balmain Paris Color Riche Lipstick Collection will be the launch brand, showcasing 12 limited-edition edgy, matte shades.
Vasiliki Arvaniti, Portfolio Director at Landsec told us “We’re delighted to welcome L’Oréal to Piccadilly Lights to be part of this exciting milestone. We are continuing the tradition for innovation by 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 through the #PiccadillyOn campaign as we deliver such a historic moment for London.”
The world-famous Piccadilly Lights have been switched off since January for major renovation work that will see the original patchwork of screens replaced with a single state-of-the-art 4K LED digital screen and live technology hub. Advertisers will be able to stream live videos, lifestyle updates, such as weather and sports results, and real time social media feeds.
The countdown to switch on is being supported by the #PiccadillyOn campaign which invites people around the world to be part of this remarkable moment in London’s history in aid of Barnardo’s, the UK’s largest children’s charity and Landsec’s national charity partner for 2017. For a minimum donation of GBP 2.00, people can bring colour to life by sponsoring 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.
Landsec worked with premium digital out-of-home media owner Ocean Outdoor to secure permission from Westminster City Council to undertake the major upgrade. Tim Bleakley, Ocean Outdoor CEO, told us “L’Oreal is a brand new advertiser and also a brand new category for the world’s number one advertising location. The dynamic, live capabilities of the new Piccadilly Lights is a superb canvas for the world’s No 1 beauty brand.”
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.
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