Citizen take home award for takeover of Bullring

Citizen’s Christmas branding takeover of the Bullring Shopping Centre has been honoured with an industry award.

Citizen Watch UK, along with Limited Space Media Group and the Bullring Shopping Centre, took home the Sceptre award for ‘Commercialisation Innovation of the Year’ award at Shopping Centre Magazine’s awards.

Mark Robinson, managing director of Citizen Watch 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. Limited Space Media Group showed us a new and innovative approach to connecting with shoppers in the mall environment. The campaign delivered an amplified presence for Citizen through multiple communication touch-points for our message, and we are delighted to accept this award alongside Limited Space Media Group and the Bullring Shopping Centre”.

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The campaign featuring Citizen Brand ambassador Katherine Jenkins OBE launched the Citizen L Sunrise timepiece and was the first to utilise Limited Space Media Group’s new Connected Media proposition. The Connected Media concept delivers high-impact, multi-touch point experiences for consumers in concentrated environments via both digital and static Out-Of-Home (OOH) formats, experiential marketing and Wi-Fi media.

Independent research showed the campaign had three times higher product and brand recall rates than traditional single channel advertising. 90% of consumers recalled seeing the media, while 37% agreed that as a result of the advertising they would consider buying a Citizen product.

Digital data capture was a standout attribute for the campaign, with the collection of real time data accelerated through a promotional competition that enhanced brand-consumer interactions through the deployment of brand ambassadors as well as multiple digital touchpoints.

The judges said: “Brand takeovers are not new, but the digital data capture is a world-class immersive multi-channel campaign and a fantastic immersive branding aligned with long-term tenants.”

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