What belongs together stays together – real estate owner Landsec has extended its long-term partnership with Ocean Outdoor, which manages the DooH contract for Piccadilly Lights in London.
Under the terms of the agreement, Ocean Outdoor will continue managing content for one of the most iconic DooH screens into the next decade. Additionally, they will work with Landsec to develop The Venue, an event space located beneath the Piccadilly Lights screen, originally branded as Below the Lights. Ocean Outdoor has been exclusively responsible for DooH sales since 2016.
Piccadilly Lights is likely the most iconic DooH asset in Europe, attracting bookings from some of the world’s most prestigious brands. Coca-Cola, Samsung, and hundreds of other brands have become regular advertisers, since the site was relaunched as a single 783.5 square meter screen in October 2017. Known for its Deepscreen technology, the DooH screen is also famous for 3D campaigns.
Piccadilly Lights is one of the most visited, photographed, and shared DooH destinations in the world. Campaigns displayed here generate global media attention, especially on social media. Selected campaigns for global fashion and entertainment brands have also achieved over 18 million organic impacts on social channels.
Ocean Outdoor since 2016
Ocean was first awarded the Piccadilly Lights contract in July 2016 as part of a milestone upgrade, working with Landsec to relaunch the historical London landmark, building on its long-term heritage as a premium out-of-home destination.
Recent campaigns include an interactive 3D animation forming part of Coca-Cola’s ‘Create Real Magic’ AI campaign. Audiences could interact with the animation by scanning a QR code, allowing them to connect with an AI Santa to create shareable Christmas snow globes based on their favourite festive memories.
L’Oreal Paris’s Worth It Experience transformed Piccadilly into a five-day beauty destination. The event combined a 10-hour Tiktok shop and Paris fashion show which were streamed live on Piccadilly Lights, with ticketed talks and masterclasses with celebrity stylists, a hair styling bar, makeup bar, and a Parisian style café hosted by The Venue. The event attracted thousands of visitors, registered millions of views across social media, and generated the best ever week for L’Oreal Paris sales in the Piccadilly branch of Boots.
