citizenM introduces its brand new hotel in Amsterdam, by using relevant targeting and digital out-of-home creatives specific for each district.
To celebrates the opening of their new location at Amsterdam Amstel in collaboration with Kesselskramer, Citizen M developed a campaign concept in which Amsterdam citizens playing the main role, representing their own neighbourhoods in a recognizable way. Such as: the queer community in the Reguliersdwarsstraat, the city center bouncers, the Jordaan bar owners and the always competitive Ajax supporters in Amsterdam-Noord.
To be able to raise awareness for the location driven campaign, the Amsterdam citizens were portrayed only on digital out-of-home screens, on these specific moments Amsterdam citizens pass by. The campaign was visible on digital portrait screens in the city center, central station and subway station. But for an even bigger impact, the giant screens at Rembrandtplein and Ziggo Dome were used.
