Citizen M
Affordable luxury for the people
Affordable luxury for the people
April Fools
Guerrilla Campaign to introduce CITIZEN M to companies and business people. Turning waist of money into value for money by placing fake police fines on 5000 parked cars around de Zuid As, Amsterdam’s most important business district. Instead of paying money the car owner received a special discount on a CITIZEN M hotel room which created a positive surprise effect.
City Keys
Guerrilla Campaign to create more brand awareness to Amsterdam inhabitants and visitors. 12.000 keys were distributed throughout the city of Amsterdam. The lucky finders were invited to the CITIZENM hotel to find out if their key would fit the specially designed locker. CITIZEN M gave away 10 very special prizes including Vitra furniture and Ipods. At least 5.000 keys were returned to the hotel.
Walking the City
CitizenM was searching for new employees. They wanted people who knew the city inside out. So when a visitor of the hotel was looking for that great cup of coffee, these people knew where you had to go. Creating a teaser campaign around districts where our preferred audience would be. By placing several stickers of the strong and famous Citizen M identity personalities throughout Amsterdam to tempt the local people to visit their website so they would apply for the job.
