eBay is the sixth and final advertiser to sign to the world famous Piccadilly Lights which are switched on imminently. The global online marketplace is a brand new advertiser and a new category for the iconic Piccadilly display.

eBay will use the state-of-the-art digital screen to showcase its new brand platform ‘Fill your cart with Colour’. The campaign encourages shoppers to break away from “beige” conformity and shop more colourfully.

The deal was signed by Ocean’s Piccadilly Lights commercial team through MediaCom.

Gareth Jones, senior marketing director at eBay, said: “eBay is a marketplace that has vibrancy, individuality and colour at its core. There’s no more iconic and colourful site than the Piccadilly Lights with its new 4K LED screen. We’re excited to see our ‘Fill Your Cart With Colour’ campaign come alive at this innovative site.”

eBay joins British designer labels Stella McCartney and Hunter who have agreed a fashion collaboration for one of the other six rotating advertising slots.

The four other brands completing the line-up are global beauty brand L’Oreal and long standing Piccadilly advertisers, Coca-Cola, Samsung and Hyundai.

Ocean chief executive officer Tim Bleakley said: ““Piccadilly Lights is the world’s most responsive, feature rich advertising display and surpasses all other out-of-home sites for its technical and interactive broadcast capabilities. This is a milestone moment in the history of Piccadilly and to mark it we have a superb line-up of iconic global brands across six categories ready to exercise its scale, its power and its creativity.”