How to advertise on Piccadilly Circus
How to advertise on Piccadilly Circus - Piccadilly Lights Digital Screen.
Key Takeaways
Be Bold, Be Creative: Your creative needs to be exceptional to stand out. Consider using cutting-edge technology like 3D anamorphic illusions to create a viral moment.
Think Integrated: Your Piccadilly Lights campaign should be part of a wider marketing strategy to maximise its value.
Partner with the Experts: Planning, booking, and executing a campaign on this scale is a specialist task. A media agency like One Day Agency can provide the strategic media planning and buying expertise needed to make your mark on this iconic landmark. Contact us to discuss how we can help you light up Piccadilly.
In the heart of London's West End, where history and modernity collide, stands an icon of global advertising: the Piccadilly Lights. For over a century, this dazzling digital canvas has captivated the attention of millions, showcasing the world's most iconic brands.
But how does a brand secure a coveted spot on this legendary landmark? And what does it take to create a campaign that will stand out amidst the bright lights of Piccadilly Circus? This exclusive guide will take you behind the curtain of one of the world's most famous advertising spaces.
The Legend of the Piccadilly Lights
The Piccadilly Lights are more than just a billboard – they are a cultural phenomenon and a globally recognised symbol of London. With a state-of-the-art 4K LED screen and a prime location seen by millions of residents and tourists each month, it offers an unparalleled opportunity for brands to make a bold, unforgettable statement.
The screen is made up of six individual panels that can be used by a single brand for a full-screen takeover or by multiple brands simultaneously. This flexibility allows for a range of advertising opportunities, from short-term tactical campaigns to long-term brand-building initiatives.
The Art and Science of Advertising on the Lights
Advertising on the Piccadilly Lights is a strategic investment that requires careful planning and exceptional creative execution. Here's what you need to consider:
The Creative is Everything: With so much visual stimulation in Piccadilly Circus, your creative needs to be extraordinary. Think bold, simple, and visually stunning. Motion is key, so use dynamic and eye-catching animation to grab attention.
Embrace 3D Anamorphic Technology: The curved screen of the Piccadilly Lights is perfect for creating mind-bending 3D anamorphic illusions. This cutting-edge technique makes it seem as though objects are breaking out of the screen, creating a truly immersive and shareable experience. Brands that leverage this technology generate immense social media buzz and media coverage, amplifying the campaign's impact far beyond the physical location.
The Message Must Be Clear: You have a fleeting moment to make an impression, so your message must be concise and easy to understand. Visual storytelling often works better than text-heavy designs.
Context is Key: Consider the time of day, the day of the week, and any major events that are happening in London when planning your campaign.
Integration is Crucial: Your Piccadilly Lights campaign should be the centrepiece of a wider integrated marketing strategy. Use social media to amplify your message and to engage with your audience in real-time.
The Investment: What Does it Cost to Advertise on Piccadilly Lights?
As you might expect, advertising on this iconic landmark comes with a premium price tag. It is one of the most exclusive Out-of-Home advertising spots in the world. The cost will depend on the length of your campaign, the time of year, and whether you opt for a full-screen takeover or a shared slot.
To give a sense of scale, a significant campaign is a major investment. While prices are bespoke, minimum booking costs typically start at around £150,000 and can rise significantly from there. However, the return on investment in terms of brand prestige, awareness, and earned media can be immense.
The Agency's Role: Your Gateway to Piccadilly Lights
Securing a spot on the Piccadilly Lights is a complex and competitive process. A specialist media agency like One Day Agency has the expertise and the industry connections to help you:
Navigate the Booking Process: We have established relationships with the media owners (Ocean Outdoor) and can help you navigate the booking process and negotiate terms.
Develop Standout Creative: Our team of creative experts can help you develop a concept and a design, including complex 3D anamorphic creative, that will make a lasting impression.
Plan and Execute Your Campaign: We'll handle all the logistical details, from booking the ad space to ensuring your creative is delivered on time and to the correct technical specifications.
Measure Your Success: We'll track the performance of your campaign and provide you with a comprehensive report on its impact, including social media sentiment and press coverage.
