Citizen creates multiplatform Christmas campaign in UK

Citizen's giant atrium banner in the Bullring shopping center in Birmingham.
Citizen's giant atrium banner in the Bullring shopping center in Birmingham.

The watch brand uses every corner of the Bullring shopping center via the Limited Space Media Group

BIRMINGHAM, U.K. — The Citizen watch brand has taken over the Bullring shopping center here, making use of a large digital screen, the giant atrium banner and taking over the homepage for free Wi-Fi.

The creative work for the campaign in the run-up to Christmas stars Katherine Jenkins, the Citizen brand ambassador, and features its 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 for a single campaign.

The platforms that Citizen is using are Limited Space’s out of home mall media, comprising a large digital screen, giant atrium banner, and elevator branding which for the first time will include touchscreens installed by the elevator call button.

Citizen has also worked with Mooh, the Wi-Fi advertising company, to take over the homepage of the Bullring’s free Wi-Fi for customers.

In addition, the brand worked with Looking Glass for experiential activation marketing.

The campaign also offers shoppers the chance to win a Mr and Mrs Smith Hotels luxury break.

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

Samantha Sida, the group chief strategy officer at Limited Space Media, said: "Since the formation of the group it’s been important to ensure each business has a unique and strong proposition for advertisers within their industries.

"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."

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."

This article first appeared on

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