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TDK Upgrades Iconic Billboard in London's Piccadilly Circus to LED Technology

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TDK Upgrades Iconic Billboard in London
  • New technology enables display of full-colour moving images, adding new sparkle to famous London landmark
  • New campaign to focus on creativity, the core of TDK's brand image

August 2, 2010

TDK Corporation of Japan introduces high-performance LED technology to its iconic billboard in London's Piccadilly Circus on August 3 2010, opening up new possibilities for this world-famous London landmark. The new technology will allow the use of high-quality moving images in full-colour, helping to catch the attention of passersby and to increase awareness of TDK.

By replacing the existing neon tubes with LED lighting, an energy-saving technology, TDK is also helping to cut its environmental impact by 25%, despite upgrading to a more powerful technology. The billboard will feature TDK's slogan "The power of creative thinking" alongside famous sayings from historical figures on the theme of creativity, launching a new campaign that is designed to reinforce the value of creativity, which is at the core of TDK's brand image.

TDK has a global portfolio of advertising signs that spans three continents and is found at four famous locations: Times Square in New York; Piccadilly Circus in London; the Ginza 4-chome crossing in Tokyo; and Shanghai, China. As one of the most popular tourist spots in the world, Piccadilly Circus is a vital part of TDK's billboard strategy, and it now joins New York and Tokyo in boasting the latest LED technology. TDK now intends to develop more visual displays using LED technology and utilise them in its corporate PR activities.

It is hoped that the large LED screen will enable Londoners, as well as visitors to Piccadilly Circus from all around the world, to draw inspiration from the great insights of the past. Through this new marketing concept TDK hopes to increase awareness of its global marketing activities, and thereby develop and enhance its global image as a state-of-the-art electronic components manufacturer.

Additional Information 1: About TDK

TDK is a leading global electronics company based in Japan. It was established in 1935 to commercialize ferrite, a key material for electronics and magnetic products. TDK famously developed a strong reputation for its product range of top-quality recording media, such as audio cassette tapes and video tapes. Today, TDK delivers innovative electronic components that are tuned precisely to customers' needs. In doing so, it leverages a combination of know-how and process technology refined over years of specialisation in electronic materials. With the launch of this new advertising campaign in London, it aims to further develop its reputation globally as a manufacturer of electronic materials and electronic components.

Additional Information 2: About the LED technology

The LED technology used on the billboard in Piccadilly Circus features an outstanding black and white display enabling high-contrast expression and is also equipped with shaders to ensure excellent daytime viewing. (The size of the advertising screen is 20.16 m x 4.8 m.)
While the previous neon-tube sign consumed 700 kWh of electricity per day, the LED sign consumes just 528 kWh. In other words, there is a saving of 172 kWh per day and approximately 62,780 kWh per year (172 kWh x 365 days). This translates into a reduction in CO2 emissions of about 31 tons a year.

  • * Note: The method of calculating CO2 emissions from purchased electricity is taken from the Greenhouse Gas Protocol (UK coefficient, 2006).
Additional Information 3: About the seven famous sayings
  1. Vision is the art of seeing the invisible.
    Jonathan Swift (England, 1667-1745)
  2. The creative principle resides in mathematics.
    Albert Einstein (Germany, 1879-1955)
  3. Think like a man of action, act like a man of thought.
    Henri Louis Bergson (France, 1859-1941)
  4. Imagination rules the world.
    Napoleon Bonaparte (France, 1769-1821)
  5. Energy and persistence conquer all things.
    Benjamin Franklin (America, 1706-1790)
  6. We will either find a way, or make one.
    Hannibal (Carthage, BC247-BC183)
  7. Where there is a will, there is a way.
    Hou Han Shu, Geng Yan Zhuan (China, 3-58)

For further information, contact Mr. Kogure in the Corporate Communications Dept.
Tel.: 81-3-6778-1055
E-mail: pr@jp.tdk.com

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