Landsec Extends OOH Partnership with Ocean Outdoor

Ocean will continue to manage content for the advertising DOOH screen well into the next decade, and work with Landsec on The Venue.

Landsec has extended its partnership with Ocean Outdoor which manages the digital out of home (DOOH) contract for Piccadilly Lights in London.

Under the terms of the agreement, Ocean will continue to manage content for the advertising DOOH screen well into the next decade, and work with Landsec on The Venue which sits beneath the Piccadilly Lights screen.

Piccadilly Lights is home to long-term partners Coca-Cola and Samsung, the patchwork accommodating hundreds of other campaigns from global brands since the site relaunched as a single 783.5m² screen in October 2017.

Landsec Head of Commercialisation Derek Manns, said, “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.”

Ocean Outdoor UK CEO Phil Hall said, “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.”

Ocean was first awarded the Piccadilly Lights contract in July 2016 as part of an upgrade, working with Landsec to relaunch the historical London landmark.

Recent activations 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, meanwhile, turned Piccadilly into a five-day beauty destination. The event combined a ten-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 Parisian style café hosted by The Venue.