Launching today (20 July) it will run for 12 months and feature a “tube ticker” – up-to-the-minute London Underground updates for the 1.1 million people who pass through Piccadilly every week.
The soft drinks company says tube ticker will be over-laid onto an “eye-catching” sequence featuring a newly developed introduction and bus and tube animations.
The concept and the sequence introduction were designed by Sedley Place, which handles all creative for the Coke Piccadilly sign.
The deal is first for Coke’s Piccadilly sign, with the updates airing on-screen once every five minutes during peak working hours.
The initiative is part of Coke’s on going “Open Happiness” campaign which launched this summer.
Activity over the past two months has included a TVC, featuring an exclusive track by Calvin Harris, outdoor advertising, an on-pack promotion and sponsorship of the Summer Series at Somerset House.