Citizen’s connected single location, multi-platform Katherine Jenkins advertising campaign at Birmingham’s Bullring shopping centre has succeeded in getting its message across.
The first round of consumer research following the launch of the innovative campaign recorded 100 percent brand recall among participants.
The Citizen campaign creative, starring brand ambassador Katherine Jenkins OBE, centres on Citizen’s Eco-Drive L Collection Sunrise with Diamonds women’s watch and is delivered across the Bullring, one of the UK’s premium malls, attracting an average of 1.6 million shoppers per fortnight outside of the festive season which can increase up to 40 percent in the run up to Christmas.
Mark Robinson, managing director of Citizen Watches UK, said: “Christmas is clearly a key time of year for shoppers seeking inspiration in the mall space, and our watches make the perfect festive gift. We worked with Limited Space Media Group who showed us a new and innovative approach to connecting with shoppers in a mall environment. It has delivered an amplified presence for Citizen through multiple communication touch-points for our message and we are excited by the potential this provides us with for future campaigns. It goes without saying how delighted we are with the outstanding results we have achieved to date.”
The campaign has been brought to life using a series of connected media platforms, provided by Limited Media Space Group, and includes advertisement via large digital interactive screens, giant atrium banners, Adlift branding and touch screens throughout the centre. These platforms have been fused together by a competition for shoppers to win a ‘Mr and Mrs Smith Hotels’ luxury break.
The Citizen campaign also marks the development of Limited Space’s first digital interactive screen network, located alongside its Adlift product, where touch screens have been installed by the lift call button in centralised locations in the mall. Citizen’s Sunrise campaign also included a takeover of the splash page of the Bullring’s free Wi-Fi offered to shoppers, plus additional experiential marketing activations with hand-picked Citizen brand ambassadors/promoters.
Samantha Sida, Limited Space Media Group chief strategy officer, said: "Since the formation of the Limited Space Media Group it has been important to ensure each business has a unique and strong proposition for advertisers within their industries. With Citizen we have taken impact, engagement and interaction to another level, and we are thrilled with the results so far.
"Interaction with shoppers has resulted in fantastic interest in both the watch and Citizen’s brand ambassador, Katherine Jenkins OBE – we feel we have perfectly bridged the consumer gap between the physical and digital world.”