London's Piccadilly Lights starts countdown to relaunch
Piccadilly Lights, a famous OOH London location, has started its countdown to relaunch in October after being closed for nine months for renovations. Landsec, the owner of Piccadilly, has launched a #PiccadillyOn campaign, which encourages people to donate money to the charity Barnardo's to sponsor a color chip that will form part of a 3D clock on the location's upgraded screen, according to a press release.
Daktronics is supplying a 4K LED screen to replace the old screens at Piccadilly Lights. When the location relaunches, the chips will appear on the display, creating a countdown clock. Users will also receive a digital color chip that they can share to social media.
Barnardo's is a children's charity which helps provide support for children in a variety of circumstance through support for victim's of abuse to job training.
"The Piccadilly Lights have been an important part of our marketing strategy for over 60 years and we're proud to continue this legacy with #PiccadillyOn, which not only supports an important UK charity but allows members of the public to be part of advertising history," Aedamar Howlett, marketing director for Coca-Cola Great Britain, said in the release. "We look forward to a new chapter for the Piccadilly Lights and showcasing new Coca-Cola content on the innovative screen."