Citizen is the launch advertiser for Limited Space Media Group’s Connected Media offering, which for the first time ever utilises all the channels offered by the Group’s businesses in one cohesive and high-impact campaign.
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Launched this week, the new campaign sees the watch brand take over the iconic Birmingham Bullring Centre, reaching consumers via multiple touch points in the crucial run-up to Christmas.
The Connected Media proposition links the range of media platforms provided by Limited Space Media Group through a single campaign.
Platforms used are:
- Limited Space’s innovative OOH mall media offering, for this campaign comprising the large digital screen (DSM), giant atrium banner, and Adlift lift branding. The Citizen campaign also marks the development of Limited Space’s first digital interactive screen network, located alongside existing signature product Adlift, where touch screens have been installed by the lift call button in centralised locations in the mall;
- MOOH’s WiFi media taking over the splash page of Bullring’s free Wi-Fi offered to shoppers;
- experiential activation marketing provided by Looking Glass with Citizen brand promoters
The whole campaign is fused together by a competition for shoppers to win a Mr and Mrs Smith Hotels luxury break.
Samantha Sida, Limited Space Media Group Chief Strategy Officer told us “Since the formation of the Group it been important to ensure each business has a unique and strong proposition for advertisers within their industries; and also to craft a way to fuse these offerings seamlessly, creating a simple, cohesive one stop shop buying point for brands, agencies and specialists to take advantage of all the channels we now offer.
“This opportunity takes impact, engagement and interaction to another level for us. Seeing Connected Media come to life is an incredibly exciting development for the Group. Coupled with the installation of the new Adlift interactive digital product, we have perfectly bridged the consumer gap between the physical and digital world.”
The Citizen campaign creative, starring brand ambassador Katherine Jenkins OBE, centres on the Citizen Eco-Drive Sunrise women’s watch and is delivered across the Bullring, one of the UK’s premium malls, attracting an impressive average of 1.6 million shoppers per fortnight outside of the festive season.
Media was planned and bought through ZenithOptimedia and Meridian Outdoor.