Building Brand Awareness Across London With Piccadilly Lights and AdVan Advertising
Client: JoybuyCampaign Overview
Joybuy partnered with us to launch a high-impact brand awareness campaign across London, with the objective of driving visibility and attracting new users to its website. The campaign aimed to create a bold and memorable presence in the capital, capturing attention at scale and generating immediate interest among London audiences.
Objectives
The campaign was designed to:
- Build strong brand awareness across London
- Drive new users to the Joybuy website
- Create a memorable launch presence in the city
- Reach commuters, shoppers, and urban audiences
- Maximise visibility in high-footfall locations
- Generate widespread exposure over a short campaign period
Strategy
To maximise reach and impact, we combined one of London's most iconic digital advertising locations with mobile outdoor advertising.
The strategy centred around securing a prominent presence on Piccadilly Lights, one of the UK's most recognisable digital billboards, alongside a fleet of branded AdVans travelling through key Central London routes. This combination enabled Joybuy to benefit from both landmark visibility and mobile audience reach, ensuring the campaign remained highly visible throughout the city.
Execution
The campaign ran over four days and delivered a powerful blend of large-format digital advertising and street-level exposure.
Piccadilly Lights Advertising
Joybuy secured a high-profile presence on Piccadilly Lights, placing the brand in front of thousands of daily visitors in one of London's most famous and heavily trafficked destinations. This landmark placement created strong brand recognition and established an immediate presence in the city centre.
AdVan Advertising
To complement the digital billboard activity, two branded AdVans travelled across key Central London locations, extending campaign reach beyond a single destination. The mobile format enabled Joybuy to engage audiences across major commuter routes, retail districts, and high-traffic urban areas.
Combined Impact
By combining a landmark digital screen with mobile advertising, the campaign delivered repeated exposure across multiple touchpoints, helping to reinforce brand messaging and drive audience engagement.
Results
The campaign successfully delivered widespread visibility and strong audience engagement across London.
- 6M+ Estimated Impacts
- 280% Increase in New Website Visitors
- Iconic Piccadilly Presence
- High-impact visibility across Central London
- Strong brand awareness among commuters, shoppers, and visitors
- Consistent exposure through a combination of digital and mobile advertising
- Increased online engagement and consumer interest
Outcome
Through a strategic combination of Piccadilly Lights advertising and AdVan activations, Joybuy successfully established a strong presence across London. The campaign generated significant visibility, increased website traffic, and created widespread awareness among target audiences.
By blending landmark digital advertising with mobile outdoor media, Joybuy achieved both scale and mobility, ensuring the brand remained visible throughout key areas of Central London while driving measurable engagement and online activity.
Campaign Impact
✓ 4-Day Blitz ✓ High-Impact Visibility ✓ Scale & Mobility