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JCDecaux builds premium presence for Citizen Eco-Drive at Bengaluru International Airport
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network2media Bureau   
Monday, 06 August 2012 09:00 (IST)
Imposing presence BENGALURU: JCDecaux India has executed a premium, high impact campaign for Citizen Watch Company at the Bengaluru International Airport (BIAL). The company has deployed a strategic light box at the domestic arrival in order to maximise exposure and visibility.

Premium location The Citizen Watch Co. Ltd. provides products and develops technologies to communicate with people, hoping to make a contribution to people’s lives everywhere in the world. They make a fusion of technologies such as the precision processing technology, the measurement technology, energy saving technology and the production technology with beautiful and simple designs to create products that are reliable and fascinating. The Citizen Eco-Drive incorporates hassle-free handling which makes the watch run solely on the power produced by light from any source, highlights Eco-Drive‘s friendliness to ecology, as well as to its users.

High impact media Citizen wanted to create a showcase at BIAL that builds top of mind recall and buzz for their brand amongst the premium airport passengers by acquiring an impactful media unit at a most strategic location.

The campaign is simple yet impactful by mainly deploying one of the most impactful light boxes in the BIAL domestic arrival, which captures eye balls of potential customers. The campaign has been initiated by a co-branded creative communicating their product association with the much awaited Warner Bros. film, 'The Dark Knight Rises'. The campaign concept has been exclusively designed considering and targeting the sophisticated air passengers.

Maximising visibility and exposure The domestic arrival of the BIAL is one of the most premium locations for effectively connecting with the targeted commuters. This strategic location was chosen keeping in mind the sophisticated and aspiring BIAL passengers. This display strengthens the impression of the brand, maintaining lasting recall through its dominating presence. With excellent printing and frequent maintenance, long life of the visual is ensured.

Katsuke TokuraSharing the thought behind the campaign, Katsusuke Tokura, MD, Citizen Watches India, said, “The Batman symbolises resilience and toughness which co-relates to the new super titanium collection from Citizen ensuring a strong co-branding message to our target consumer.”

Takeshi OkadaCommenting on the reasoning for choosing the specific media unit, Takeshi Okada, GM, Citizen Watches India, said, “The positioning of the display is so premium that no one could miss it. Also, it’s a huge site, which makes the visual very lively. Moreover, the site is excellent for brand building.”

Aditya SenguptaTalking about the objective of targeting the airport audience, Aditya Sengupta, marketing manager, Citizen Watches India, said, “BIAL is one of the key airports in India with heavy traffic flow. The site is present at a critical location and is visible from different directions, helping in maximising the brand’s appeal to the target consumer. I would also like to appreciate JCDecaux’s support to create the magic with excellent printing and frequent maintenance, ensuring long life of the visuals. We look forward to partner with JCDecaux for many such campaigns.”

Frederic BrunIn conclusion, Frederic Brun, COO, JCDecaux Advertising India, said, “Citizen is a part of the premium segment of brands present at BIAL and we  find  a lot of correlation between Citizen watches and BIAL, both depict the 'sophistication' and the 'state-of-the-art'. We are glad to be partners with Citizen India on one of our largest media units on the BIAL platform.” 
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