The need to cut through other Christmas brand messaging to drive sales and brand interaction during the crucial gifting period is vital for any advertiser. Citizen chose to run with our unique Connected Media concept for a second consecutive year in order to achieve standout in the retail environment for their 'Surnise' watch and collaboration with Katherine Jenkins.


Located in the iconic Bullring, Birmingham, the activity using continued and repeated creative treatments across a combination of unmissable static and digital OOH formats in order to form a unmissable presence in key areas of the mall.


The campaign was further enhanced through the use of Experiential acitivity, which included a Citizen Brand ambassador being on hand to engage with shoppers and enter them into a competition to win a ‘Sunrise’ timepiece. Mall WiFi advertising was also used to extend the campaign message, again providing a direct route for shoppers to engage with the brand.

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