TDK has displayed its 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 operation, most notably its recording media products, such as cassettes and videos.
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 operation, centered on the promotion of electronic components for applications in the ICT, consumer, automotive and industrial electronics world. TDK has decided to display an video presentation with special content on the Piccadilly Circus neon sign as a farewell message.