Sedley Place & Glaceau brings Burberry’s London Fashion Week Catwalk show LIVE to Piccadilly Circus
For the first time ever live content was
broadcast into Piccadilly Circus on the 21st February @ 4pm, via
the Coca-Cola sign. Glaceau Vitaminwater is the official soft drink
of London Fashion Week and its sponsorship of the event has
resulted in a strategic partnership with Burberry to broadcast the
brand's Prorsum Autumn/Winter catwalk show. The live broadcast was
led and designed by Sedley Place.
Animations featuring clips from the 2010 show had been running on
the Coca-Cola sign since the previous Thursday, with an invite to
consumers to visit Piccadilly Circus to see the live stream on the
21st. At 3:55pm a countdown heightened anticipation of the start of
the Burberry live stream. The broadcast then began with the arrival
and seating of various celebrities, including Ana Wintour, before
the show got under way.
The live broadcast was made possible by a new "Code of Conduct"
(formulated by Sedley Place on behalf of all Piccadilly
advertisers) and the support of Land Securities and Westminster
Council. The code allows advertisers significantly wider scope to
utilise their displays in more dynamic, interactive ways - in line
with wider digital out-of home-media.
However, advertisers still have parameters to follow. The stream
is only continuous for three minutes at a time, with interspersed
animations. The broadcast is technically 'as live', and has a
built-in delay. It is monitored continuously, allowing the stream
to be cut at any point if necessary. However, these limitations are
marginal. Most importantly the new development allows advertisers
to run campaigns and interact with consumers in ways that no other
digital outdoor advertiser can do. This has ensured that Piccadilly
Circus is at the leading edge of Digital Out-of-Home
developments.