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Landsec has extended its partnership with Ocean Outdoor to manage the DOOH contract for London’s world-famous Piccadilly Lights estate
Real estate investment trust, Landsec, has extended its partnership with Ocean Outdoor to manage the digital out-of-home (DOOH) contract for Piccadilly Lights in London.
Under the terms of the new long-term agreement, Ocean will continue to manage content for the 783.5m2 DOOH screen into the 2030s. Long term partners of Picadilly Lights include Coca-Cola and Samsung.
Ocean has also announced that it plans to work with Landsec to elevate The Venue, the event space which sits beneath the Piccadilly Lights screen. The Venue, originally called Below the Lights before a rebrand by Landsec, is often used to extend DOOH campaigns into in-person experiences.
The site, which relaunched as a single screen in October 2017, is reported to be one of the most visited, photographed, and shared DOOH destinations in the world. According to research from analytics company, Pulsar, previous campaigns for global fashion and entertainment brands have delivered upwards of 18 million ‘organic impacts’ on social channels.
Ocean was first awarded the Piccadilly Lights contract in July 2016 as part of the upgrade plans for the site.
Recent campaigns at Piccadilly Lights include Coca-Cola’s AI-driven ‘Talk to Santa’ campaign for Christmas. The campaign converted a selection of 2D assets into 3D animations using Ocean Outdoor’s DeepScreen technology.
Another recent campaign at the space was a tie-in with the release of Gladiator II, which sent brands “back to 211 AD” by presenting their advertising in the style of a stone ‘frieze’ in the style of ancient Roman architecture.
The top prize for the inaugural Ocean Outdoor Grand Prix competition, which highlights projects judged to be outstanding examples of DOOH, also includes a one week campaign at Piccadilly Lights, which Ocean dubs one of its six “most iconic digital screens”.
Commenting on the contract, Landsec head of commercialisation, Derek Manns, says: “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.”
Chief executive officer of Ocean Outdoor UK, Phil Hall, adds: “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.”
