Starting today and running for 12 months the Piccadilly Circus sign will provide up-to-the-minute London Underground updates for the 1.1m people who pass through the area every week.
The ‘Tube Ticker' has been designed by Sedley Place, which handles all the creative for the Coca-Cola Piccadilly digital billboard.
The updates will cover all London Underground lines and air on-screen once every five minutes during peak working hours.
It will be over-laid onto a sequence featuring a newly-developed bus and tube animations.
The partnership is a continuation of the Coca-Cola Open Happiness campaign which launched earlier this summer.
Activity over the past two months has included ads, featuring an exclusive track by Calvin Harris, outdoor advertising, an on-pack promotion and sponsorship of the Summer Series at Somerset House.
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