By Miriam Buireu, Account Director, PSI
Piccadilly Circus has a long & rich history as an iconic landmark for London and the UK. So when Ocean and Land Securities’ announced exciting plans for the new Piccadilly Lights, creating a unique and prestigious new platform for brands to reach global consumers in the UK’s capital, it represented far more than just an upgrade of an OOH advertising location.
We wanted to understand what Piccadilly Circus really means to people, how they perceive the brands that advertise there, and how the planned improvement might effect this.
PSI have carried out a piece of research to understand how consumers currently view Piccadilly Circus and Piccadilly Lights, how brands currently advertising on Piccadilly Lights are perceived and most importantly to understand the benefits of the proposed improvements to the site.
Earlier this year, we spoke to 300 people about Piccadilly in face-to-face interviews. A third of them were International tourists, and all had visited the area at least twice in the last week.
This is what we learned:
Famous, busy and iconic
- Current attitudes towards Piccadilly Circus as an area are positive with consumers agreeing that the area is seen as a famous, busy and iconic (99%, 91% and 85% respectively)
- The Piccadilly Lights clearly dominate the area – 100% of our UK respondents notice the large illuminated screens on their visits to the area.
- The first things consumers think about when asked about the Piccadilly Lights relate to its size, prominence, and colourful display. It is also described as a vibrant, entertaining and modern landmark. (94% of responses had positive connotations)
- The Piccadilly Lights as they currently stand are well-loved – the majority of people agree that they have a relevant place in a global city like London (95%); that they are iconic (92%), and grab attention (92%) from passers-by