Citizen takes over Bullring for multimedia Christmas campaign

Citizen, the watch brand, has taken over the Bullring shopping centre in Birmingham, making use of the centre's large digital screen, giant atrium banner and free Wi-Fi mobile homepage.

Citizen: takes over the giant atrium banner in the Bullring shopping centre, Birmingham
Citizen: takes over the giant atrium banner in the Bullring shopping centre, Birmingham

The creative work for the campaign, timed to launch in the run-up to Christmas, stars the classical singer and Citizen brand ambassador, Katherine Jenkins, promoting the Eco-Drive Sunrise women’s watch.

It is the first time that Limited Space Media Group’s Connected Media has offered an advertiser all its channels in the shopping centre for a single campaign.

The platforms being used include Limited Space’s out-of-home mall media, comprising a large digital screen, giant atrium banner, and lift branding, which for the first time will include touch screens installed by the lift call button.

Citizen has also teamed up with Mooh, the Wi-Fi advertising company, to take over the Bullring’s free Wi-Fi homepage.

In addition, the brand has partnered Looking Glass for experiential activation marketing. The campaign offers shoppers the chance to win a Mr & Mrs Smith hotels luxury break.

Media planning and buying was handled by ZenithOptimedia and Meridian Outdoor.

Mark Robinson, the managing director at Citizen, said: "Limited Space Media Group showed us a new and innovative approach to connecting with shoppers in the mall environment.

"It will deliver an amplified presence for Citizen through multiple communication touch-points for our message, and we are excited by the potential this has provided for us."

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