The outdoor display is made up of 2,500 toy models of the C4 Cactus. From a distance these miniatures form a composite picture of the car.
OMD, Citroen's media planning and buying agency, conceived the campaign and said it is the UK's first mosaic billboard. It was built by students from the University of the Creative Arts and will be available for view on Friday 19 February until Sunday 21 February. It was installed by Swarm and bought by Talon.
Built inside Birmingham’s Bullring shopping centre, the billboard will be on display from Friday to Sunday. Citroën is headquartered nearby.
Stack will manage CRM for the site, where shoppers will be able to take home the models and enter into a prize draw. A life-sized model of the C4 Cactus will also feature alongside the billboard.
Chris Cheetham, Citroën's UK marketing director, said: "We wanted to push creative boundaries and do something special for our customers so they can take home a little bit of Citroën magic."