Jan. 31, 2007
LG to light up Piccadilly Circus in next big brand push
Deal is one of the UK's most significant involving a single location
London, 30 January 2007, LG Electronics (LG), a world leader in consumer electronics, this evening launches its new curved, giant LED screen in Piccadilly Circus. The electronics manufacturer has committed to a seven-year presence at this globally recognised site, as it looks to further strengthen its brand profile in the UK.
'The site, which overlooks Piccadilly from the top of Haymarket, will be seen by more than 1.1 million people who pass through Piccadilly Circus each week. This representation on such a historic site will reinforce our position as one of the biggest global brands. This launch is even more important to us because of both the global collaboration it has taken to put such a major deal in place and the stunning, yet unique, content,' says Mark Bernard, General Manager Corporate Marketing, LG Electronics UK.
The significant, eight-figure deal is one of the biggest in the UK involving a single location. The opportunity was identified and negotiated by Starcom, LG's media buying agency, who played a vital part in helping put this relationship in motion with the media owners.
The screen makes an impact with the highest resolution in Piccadilly. The pixels are closer together, with a pitch that is smaller than many comparable LEDs which overlook Piccadilly Circus, giving a clear, sharp picture. The screen displays a groundbreaking, seamless reel of computer generated images (CGI), combined with HD content and brought to life in conjunction with Euro RSCG, LG's European advertising creative agency.
The innovative use of CGI profiles some of London's greatest landmarks and reveals some of the key products, cleverly incorporating clips of live HD content from the FA Premiere League, profiling LG's key sporting partners ' Fulham and Arsenal Football Clubs ' alongside some key TV advertising clips. LG has also entered into a partnership with Sky News to run a 24-hour news ticker across the bottom of the screen, streamed live over the internet, framing the day's headlines, sporting results and other vital public information, including travel news and weather.
The move into Piccadilly forms part of LG's broader marketing and brand strategy, complementing campaigns such as its sponsorship of Fulham and Arsenal football clubs (official consumer electronics and mobile phone provider), the British Gymnastics and British Rhythmic Gymnastics Squads and the UK DJ Championships with the DMC. The brand has also rolled out a high profile advertising campaign via TV, print and outdoor media.
The Piccadilly site is a landmark in its own right and stands at the gateway to Leicester Square, Covent Garden and Trafalgar Square, in close proximity to the shopping and entertainment areas of London's West End and 'Theatreland'. It is provided with a broadband ADSL line, as well as wireless access, to enable LG to upload and constantly update the information on display.
Pedestrians in the vicinity of Piccadilly Circus will see that the screen has started counting down to launch, a countdown which started at 9:30 am on Saturday and which takes passers by up to the time the screen goes live; 9:30 pm on Tuesday 30th January.
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