Citroën has teamed up with OMD UK, Talon Outdoor, Swarm Associates and Stack to create the UK’s first mosaic billboard, comprised of over 2,500 miniature Citroën model cars.
Built in Birmingham’s iconic Bullring shopping centre by students from the University of Creative Arts and running from 19th-21st February, this first-of-its-kind creative installation will give people the opportunity to select and take away their very own Citroën miniature car and enter into a draw to win a range of prizes and merchandise.
“We wanted to push creative boundaries and do something special for our customers so they can take home a little bit of Citroën magic. The Bullring is only a short distance away from our headquarters, so we’re proud to create something special for this audience over half term. This campaign required ambition, hard work and collaboration – without our partners, it would never have been possible and I hope it lights up the weekend for the hundreds of thousands of people who see it” said Chris Cheetham, Marketing Director at Citroën UK.
A real Citroën Cactus model will also be on-site throughout the weekend giving people the chance to see the life-size model for themselves. The activity will be amplified across social media, dealerships and Citroën’s owned assets.