Mobile phone retailer harnesses power of LED with massive installation situated on busy London commuter route
It chose the screens for its building at Portal Way in London, which faces inbound London traffic on the busy A40 and is being used by the company as an advertising medium.
The installation comprises 24 by five panels of Lighthouse’s new Impact 12 and measures 18.5 metres (61 foot) wide by 5.8m (19ft). The display has 6000 nits of brightness, which is suitable for viewing behind glass and in direct sunlight, as at Portal Way, and the large panel size (each one measures 768mm high by 1152mm wide) made installation quick and easy.
Conversion provides brand opportunity
“CPW has owned the building for a number of years,” explained Carphone Warehouse head of finance, Rob Murray. “It was originally occupied by TalkTalk, which was part of our group at the time, and they had a successful advertising banner there. We decided to update it and replace the traditional paper-based banner with a digital screen, which could be used by the group for advertising, but also by other big outdoor advertisers.”
CPW employed specialist advisors, UniLED Solutions and Big Sky Banners, to help them with the process of deciding which screen was their best solution. “We were presented with various options based on criteria such as price, quality and service,” Murray said. “We looked at around 20 different products initially, which we narrowed down to a shortlist, and then finally met with just a few of those.
Passing pricing and reliability tests
“We chose the Lighthouse screen based partly on price and partly on the quality and longevity of the screen – we didn’t want to install it and then find that in five years time it wasn’t as bright, or wasn’t working at all.”
An additional bonus for CPW was the proximity of Lighthouse’s UK office to the Portal Way building. “Some of the companies we looked at didn’t have any presence in the UK and we were keen to have an easy contact route,” Murray added. “Lighthouse also has a number of screens installed around the UK and those in the London area allowed us to see them in action and assess their suitability.”
Content for the screen is managed remotely by London-based UniLED Solutions.
“We’re very pleased with the screen so far,” concludes Murray. “We have had a number of top brands advertising on the screen including Barclays, Virgin Active and Tesco and have also used the screen to advertise our own brands.”