This landmark showed Samsung's products in London.1. Transforming Animation: Introducing products with fascinating CG and dynamic camera work2. Product Hero Animation: Showing major functions of products and consumer benefits.3. Character Animation: drawing the consumer's life with the products.

By introducing these new types of LED animation in Piccadilly circus, Samsung could acheive not only anincrease on sales but also an increase on brand familiarity. People who visit Piccadilly circus are attracted by samsung's LED screen, assimilating their "slice of life" with Samsung Products.