http://www.ft.com/intl/cms/s/0/2a75d936-8e03-11e0-bee5-00144feab49a.html?ftcamp=rss#axzz1ONYQxFPM
A sign of the approaching TOP
We have seen many like these before.
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The UK’s best-known outdoor advertising site, London’s Piccadilly, will feature its first new brand for 17 years after Hyundai, the South Korean car manufacturer, agreed a deal with Land Securities, which owns the Piccadilly Lights.
Hyundai will replace Sanyo, the electronics group that has advertised on the signage since the early 1970s, in a deal expected to cost the company about £2m ($3.3m) a year.
The price is a record for one of the world’s most valuable advertising platforms, and reflects how rarely the 100-year-old signs come to the open market.
They are one of the most photographed sites in the world and seen by more than 34m people a year.
Coca-Cola has advertised on the signage since 1955, the longest continuous presence at Piccadilly Circus. It is one of 50 brands that have featured in the past 100 years. The first sign to be illuminated was Perrier in 1908.
The signs have been turned off only in exceptional circumstances, for instance during the second world war and following the deaths of Sir Winston Churchill and of Diana, Princess of Wales.
The first neon sign was for Bovril, while Hyundai’s LED screen will replace Sanyo’s neon sign, the last such display at the site.
Although the signs have not been openly marketed to brands since the early 1980s, there have been occasions where new images have been brought in. In 2002, Yoko Ono paid for the quote “imagine all the people living life in peace” to be illuminated for three months.
Hyundai’s decision to champion its brand in one of the world’s best-known public spaces reflects the carmaker’s growing confidence as it climbs the industry league and seeks to project a more upscale image for its cars.
“Its viral marketing,” a person familiar with the company’s thinking said. “A tourist would see it on Piccadilly Circus and go home to Poland or Africa with the big Hyundai ‘H’ in their head.”
At the Detroit car show in January, Hyundai unveiled a “modern premium” strategy predicated on bringing more luxury features to its mass-market cars, and a new slogan: “New Thinking. New Possibilities.”
“Those locations change hands pretty infrequently,” said Jeremy Male chief executive of UK and Northern Europe at JCDecaux, the outdoor advertising company.
“There are certain locations that I would suggest you don’t necessarily value by the traditional methods of ROI [return on investment] because they are far more about brand stature or corporate stature rather than a short-term effect.”
A sign of the approaching TOP
We have seen many like these before.
------------
The UK’s best-known outdoor advertising site, London’s Piccadilly, will feature its first new brand for 17 years after Hyundai, the South Korean car manufacturer, agreed a deal with Land Securities, which owns the Piccadilly Lights.
Hyundai will replace Sanyo, the electronics group that has advertised on the signage since the early 1970s, in a deal expected to cost the company about £2m ($3.3m) a year.
The price is a record for one of the world’s most valuable advertising platforms, and reflects how rarely the 100-year-old signs come to the open market.
They are one of the most photographed sites in the world and seen by more than 34m people a year.
Coca-Cola has advertised on the signage since 1955, the longest continuous presence at Piccadilly Circus. It is one of 50 brands that have featured in the past 100 years. The first sign to be illuminated was Perrier in 1908.
The signs have been turned off only in exceptional circumstances, for instance during the second world war and following the deaths of Sir Winston Churchill and of Diana, Princess of Wales.
The first neon sign was for Bovril, while Hyundai’s LED screen will replace Sanyo’s neon sign, the last such display at the site.
Although the signs have not been openly marketed to brands since the early 1980s, there have been occasions where new images have been brought in. In 2002, Yoko Ono paid for the quote “imagine all the people living life in peace” to be illuminated for three months.
Hyundai’s decision to champion its brand in one of the world’s best-known public spaces reflects the carmaker’s growing confidence as it climbs the industry league and seeks to project a more upscale image for its cars.
“Its viral marketing,” a person familiar with the company’s thinking said. “A tourist would see it on Piccadilly Circus and go home to Poland or Africa with the big Hyundai ‘H’ in their head.”
At the Detroit car show in January, Hyundai unveiled a “modern premium” strategy predicated on bringing more luxury features to its mass-market cars, and a new slogan: “New Thinking. New Possibilities.”
“Those locations change hands pretty infrequently,” said Jeremy Male chief executive of UK and Northern Europe at JCDecaux, the outdoor advertising company.
“There are certain locations that I would suggest you don’t necessarily value by the traditional methods of ROI [return on investment] because they are far more about brand stature or corporate stature rather than a short-term effect.”
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