Citizen has launched a digital ad campaign that has rolled out to 11 shopping malls in the UK.
The campaign, which takes the form of a 1m17s film that you can watch below, stars ambassador and cricket hero Kevin Pietersen wearing a Citizen Eco-Drive World Time A.T.
Citizen said that the campaign has been "designed with the new breed of digital advertising screens in mind". As such, each screen has been fitted with a branded frame.
The campaign hit shopping centres yesterday and will run for the rest of the month. Citizen said that it expects the campaign to reach a potential 17 million people, a figure based on the footfall of the malls.
Citizen has placed the ads in the Intu Metrocentre in Gateshead, the Bluewater Shopping Centre in Dartford, the Lakeside Shopping Centre in Thurrock, Thecentre:MK in Milton Keynes, Westfield Derby in Derby, Intu Eldon Square in Newcastle upon Tyne, Festival Place Shopping Centre in Basingstoke, Kingfisher Shopping Centre in Redditch, The Whitgift Centre in Croydon, The Glades Shopping Centre in Bromley and the St. Enoch Centre in Glasgow.
To complement the campaign Citizen is also running a competition through Facebook to win a holiday worth £3,000. As well as pushing people to the Facebook page, Citizen will use the competition to highlight the world time functionality of the Citizen Eco-Drive World Time A.T featured in the campaign.
Citizen UK marketing manager Tracey Osborne said: “We wanted to develop an integrated digital concept that would be both engaging and memorable. Kevin Pietersen is the perfect lead for the film and the focus on shopping destinations means this can be viewed in full whilst allowing us to benefit from a high footfall, especially in the lead up until Christmas.
"We also wanted to add a social media element to further engage consumers and the travel promotion is the ideal tool for this.”