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Special video presentation marks the discontinuation of the TDK neon sign at London's Piccadilly Circus

  • TDK to discontinue its neon sign at Piccadilly Circus after 25 years
  • Special video presentation takes a look back at the history of TDK’s advertisement in this famous London landmark.

Mar. 11, 2015

TDK Corporation displays a special video presentation advertisement that takes a retrospective look at the 25-year history of the TDK neon sign in Piccadilly Circus, London. The content will run until March 24, 2015.

TDK has displayed it’s advertisement in the major global commercial and financial hub of London since 1990. In the first 15 years a standard neon sign displayed TDK’s logo with the target to increase the corporate brand recognition. The company’s focus at this time laid on the promotion of its Business to Consumer (B to C) operation, most notably its recording media products, such as cassette tapes and video tapes.

In 2005, TDK renovated the previous fluorescent tube neon sign into a more environmentally friendly and energy-efficient LED neon sign, which finally enabled the presentation of animated advertisement spots. After 25 years of advertising at Piccadilly Circus TDK has decided to discontinue its promotion. The decision is based on the company’s shift towards Business to Business (B to B) operation, centered on the promotion of electronic components for applications in the ICT, consumer, automotive and industrial electronics world. This business is based on magnetic materials such as ferrite, a material that TDK has developed since its founding.

Over the long stretch of 25 years, TDK has been very proud to display the TDK neon sign in Piccadilly Circus, one of the world’s most iconic city squares and a prominent London landmark. Furthermore, TDK wishes to convey its gratitude to the people of London and nearby areas, and to global visitors, who have seen the sign and to whom it has become a familiar sight.

In the spirit of gratitude, TDK has decided to display an video presentation with special content on the Piccadilly Circus neon sign as a farewell message. We encourage all visitors to have a look.

About the TDK Neon Special Content

The TDK neon sign has enjoyed popularity over many years as a familiar sight in Piccadilly Circus. With gratitude, the special content will begin by introducing TDK’s historical billboards over the years. It will foster an appreciation of the shifting times from analog to digital technologies and portray TDK as a company heading into the future. Based on the currently displayed “With you always” video theme, the special content is a 30-second video presentation designed to convey the image of tomorrow’s TDK through the key message of “With you always into the future.”
You can also access the content online:

About TDK Corporation

TDK Corporation is a leading electronics company based in Tokyo, Japan. It was established in 1935 to commercialize ferrite, a key material in electronic and magnetic products. TDK's portfolio includes electronic components, modules and systems* marketed under the product brands TDK and EPCOS, power supplies, magnetic application products as well as energy devices, flash memory application devices, and others. TDK focuses on demanding markets in the areas of information and communication technology and consumer, automotive and industrial electronics. The company has a network of design and manufacturing locations and sales offices in Asia, Europe, and in North and South America. In fiscal 2014, TDK posted total sales of USD 9.6 billion and employed about 83,000 people worldwide.

  • * The product portfolio includes ceramic, aluminum electrolytic and film capacitors, ferrites, inductors, high-frequency components such as surface acoustic wave (SAW) filter products and modules, piezo and protection components, and sensors.
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Mr.Yoichi OSUGA TDK Corporation +81 3 6778-1055