Client - Metro Business

CONTENT
Metro nordic Sweden AB 2010
SWEDen
CZECH reP.
OUR TARGET GROUP
HUNGARY
NETHERLANDS
METRO LIFE PANEL
FINLAND
CHILE
METROPOLITAN
LIFE STAGES
USA
ITALY
GREECE
CANADA
DENMARK
1
FRANCE
2
HONG KONG
SOUTH KOREA
RUSSIA
INTRODUCTION
PORTUGAL
MEXICO
ANNUAL GROWTH
BRAZIL
ECUADOR
GLOBAL SALES
THE PRODUCT
3
1 introduction
PRESENt time
An advertisers’ objective with any advertising
campaign is always to get as much “bang for their
buck” as possible. What you have in your hand is a
catalogue of the Metro countries’ BEST campaigns,
all of which created lot of bang for our clients’
bucks.
The “Best of Metro” catalogue aims to celebrate
the contributions from clients, media and creative
agencies around the world that challenged Metro
to become more creative. We have learned from
you that creative media solutions both entertain
and engage our readers in a positive way, besides
creating better results for your advertising campaigns.
2010 is a special year for Metro. It is 15 years since
we launched the first edition of Metro in Stockholm. Besides giving out daily news for free, Metro
revolutionised the advertising industry by offering
a brandnew way of communicating with young and
urban people. Metro was the first newspaper to offer advertisers creative ad formats to increase
reader impact. “Best of Metro” is also to celebrate
15 years of impactful advertising!
We hope – actually, we know! – that the advertising industry will continue to challenge Metro with
even more brave creative advertising ideas. So, dear
clients, media and creative agencies, please see this
catalogue as inspiration for your new future creative ideas, and don’t forget to challenge us!
THE BEGINNING
4
Creative Regards
Christian Quarles, Vice President,
Global Marketing Director
Luis Rebola, Global Marketing Director
THE FUTURE
5
1 ANNUAL GROWTH
THE LARGEST
AND FASTESTGROWING
NEWSPAPER IN
THE WORLD.
Since the publication of the first Metro in Stockholm in 1995, we have revolutionised the global newspaper industry – 1 in 5 European newspapers are now free.
In many markets, we were the first to launch and then established publishers copied our business model. Rest assured that Metro’s successful expansion doesn’t
stop here – there are more cities, more countries and a fifth continent to conquer!
Budapest
Gothenburg
Netherlands
Helsinki
Malmö
Santiago
Philadelphia
Rome
Toronto
Milan
Athens
Montreal
Boston
Copenhagen
Hungary nat.
Paris
Marseille
Lyon
Aarhus
Hong Kong
Seoul
Busan
Prague
Stockholm
1995
6
1997
1998
1999
2000
2001
2002
2003
Moscow
Quito
Santos
Guyaquil
ABC
São Paulo
Czech nat.
New York
Sweden nat.
Rotterdam
Cote d’Azur
Bordeaux
Toulouse
Lille
2004
St Petersburg
Lisbon
Porto
France west
Strasbourg
Amsterdam
Florence
Bologna
Genoa
Turin
Vancouver
Ottawa
2005
Rio de Janeiro
Campinas
Halifax
Monterry
24timer
(2 editions)
Mexico City
Edmonton
Calgary
2006
2007
2008
2009
2010
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1 the product
SOME THINGS ONLY THE
WORLD’S LARGEST GLOBAL
NEWSPAPER CAN DO.
While other media owners are closing
foreign and domestic bureaus, reducing staff, increasing their reliance on
wire and pool reporting, and generally
tightening their belts, we do the opposite: invest in our product.
Our strategy is to increase the quality of our newspapers with exclusive,
unique content, revitalise our presentation and revolutionise our brand
perception. How?
Weekly sections: travel, fitness & wellbeing, style, eco-living, motoring and
food.
Global campaigns: Green Metro,
Happy Metro, Cool Metro, Kids Metro,
and many more!
Partnerships: CNN, Getty Images,
sharing of content between all local
Metros across the global network.
We invest in
Metro World News.
Metro World News is now a functioning resource, employing 11 full-time
writers, editors and designers, and
exploiting the talents and contacts of
more than 400 local journalists across
four continents. Metro World News
operates along two parallel tracks: the
collection and distribution of exportable, locally generated content; and
central production of original, exclusive content. This content is published
in all Metros, and reaches 37 million
readers every week.
Exclusive interviews with film stars, celebrities, musicians; sitting down with
heads of state and politicians in Metro World Leaders; in-depth reporting
with Metro Focus; partnerships with
global brands like CNN.
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(different from the easily accessible
wire services); relevant to our reader
(we offer context and analysis); and
THE story everyone talks about that
day, on the train, around the office.
We should be a “need to read” newspaper, not merely one that’s nice to
have around. Can the reader get this
content anywhere else except Metro?
NO! Over time, they will learn this,
and it keeps them coming back for
more… So what is it that makes us
different? Our editing – we choose
stories that our readers will find interesting, we present them in a way that
they will respond to, we set ourselves
apart from our competitors, both in
print and online.
GREEN METRO
We honor our heritage
as a NEWSpaper
We find the news angle in every story
– we are committed to “newsiness”.
All of our pages focus on news, and
we strive to make our stories original
(written by our reporters); unique
EXCLUSIVE, ORIGINAL STORIES
ENGAGING PHOTO STORIES
DEEPER ANALYSES
We introduced a new design
– and a new way of presenting news
The new design is not just another set
of fonts and colors. The layout is
loaded with design tools — analyses, graphics, photo stories, facts —
that push our journalists to give
our readers a newspaper for today,
not the news from last night. We are
no longer a simple news summary, as
our readers get that via their mobiles
before they hit our “Metro moment”
— so we changed what that “moment” means. Now, we go behind
— and beyond — the headlines. It’s a
different
ILLUSTRATIVE GRAPHICS
way of telling stories, it requires more
news gathering and original reporting.
It’s a more sophisticated way of working, and our savvy demographic has
responded in kind.
Who we are and how
we are structured
Metro is a global newspaper; a quickly
read news summary that carries the
most important national, local and
international news and the latest
developments. Metro brings added
value — we are the newspaper of today, NOT last night. We go behind
and beyond the headlines to keep our
readers hungry for Metro! Metro is
EYE-CATCHING HEADLINES
unbiased and neutral, but not scared
to earnestly analyse news. Metro targets readers who are 18–40 years old.
Metro keeps readers’ interest levels
high: lots of stories OR lots of ways of
telling one in-depth story using our
unique design & storytelling elements.
Metro generally keeps its stories shorter than the average newspaper –
between 300–350 words, with sidebars
and graphics. Metro is upmarket, inspired and has IMPACT!
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2 WE CALL THEM METROPOLITANS
“Metro readers are typically aged 18 to 40 years
old, active, studying or employed full-time,
predominantly in white-collar positions.
They live in large metropolitan areas such as
New York, Paris, Stockholm or Hong Kong.
We call them the Metropolitans.”
Wilf Manoir, Global Research Director
Metropolitans work hard
and play hard
Metropolitans are welleducated and well-travelled
Everything happens faster
and earlier in big cities
They want get ahead in their career.
Their social lives are hectic. They are
time-poor. Metropolitans love the city
in which they live – and make the
most of its cultural life, shopping and
sports facilities.
They have the big-city mentality and
are always open to new experiences,
which in turn feed their cultural tastes.
They love the city so much that they
indulge themselves in weekend
city breaks in London, Barcelona or
Prague.
Metropolitans tend to be early adopters and trendsetters, and hugely influenced by word-of-mouth. Love it or
hate it, they will let their Facebook
friends know or Tweet about it. Their
world is in constant motion.
Metropolitans are full of
paradoxes
They keep fit but indulge in Chinese
take-away. The game is not about how
much money you have, but how you
spend it. They combine a simple dress
from Primark with the latest Jimmy
Choo shoes. They will pay the price
for the things they want, but they also
value freebies and exclusivity – being
treated as a VIP at the opening of a
hot new nightclub or at a Lady Gaga
concert.
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Metropolitans like to be
kept well-informed
They like to be ahead of the game, so
they use a wide range of media. Collectively, their media consumption is
pretty fragmented and they are hard
to reach. Luckily for advertisers, they
all read Metro – which they value as a
convenient, efficient way to stay informed, and which fits well into their
busy urban lives.
Metropolitans are the first
truly global target group
No matter where they live or their
precise demographics, Metropolitans
across the world share a lifestyle and
many psychographic characteristics.
They consumer the same products,
listen to the same music. Mankind
created the city; the city is shaping the
Metropolitan mindset.
Illustration: Cecilia Lundgren
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2 WE CALL THEM METROPOLITANS
Illustration: Cecilia Lundgren
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73%
67%
33%
48
%
73%
74
%
15% 60%
enjoy living in
their city
of readers are aged
18 to 39 years old
have kids
went to university
recycle as much
as they can
are employed
are students
have a laptop
Source: NRSs (2009-10), GMS 2008 (GfK), Metro Life Panel (2010)
WANT TO LEARN MORE
ABOUT METROPOLITANS?
Metro Life Panel is a dedicated online research panel of 35,000 readers.
Its purpose is to provide continuous
insight and dialogue with “Metropolitans”: the young, active and affluent
people living in one of the 100 major
cities across the world in which Metro
has a steady presence. The contributions of Metro Life Panel members
are featured in the news and help the
editorial teams to create a newspaper
relevant to readers and in line with
their interests. The panel also provides
a robust research platform for advertisers to conduct ad-effectiveness surveys, strategic planning and consumer
insight.
The panel not only helps advertisers
develop outstanding creative campaigns more effectively across multiple
markets, but also to deliver them with
a very short turnaround time. Metro
Life Panel is currently available in ten
Countries: Canada, Denmark, France,
Greece, Hungary, Italy, Portugal, Sweden, The Netherlands and USA.
www.metrolifepanel.com
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2 METROPOLITAN LIFE STAGES
SARAH AS A YOUNG URBAN PROFESSIONAL WITH
A PROMISING CAREER
When travelling to New York or Kuala Lumpur to shop for
exclusive fashion items, Sarah enjoys being cash-rich in
an exciting city. She is not partying as hard now, enjoying
instead cosy dinners with her boyfriend Peter in exquisite
restaurants and cocktail parties with their friends. Her
tastes have become more sophisticated – more Chilean
wines, less beer – and she moved from edgy to trendy,
going to see Lady Gaga or the Killers in concert. She
bought her first flat on a mortgage and takes great pleasure in hunting for cool furniture. She also bought her
first car – a small city car. She is also saving for the
future...
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SARAH AS A YOUNG,
AMBITIOUS STUDENT WITH
GREAT EXPECTATIONS
She has many interests in life, from travelling to partying. She
is open to new experiences and cultures, and wants to study
abroad. She loves fashion that fits her budget, from Mango
and Zara to H&M and Urban Outfitters. She spends a lot of
time and money on music, video games, art and movies – anything edgy, the next new thing. She goes to summer music festivals such as Sonar, Roskilde or Glastonbury. She is flat-sharing
with her best friends, which is fun and cost-effective. Her challenge is to make the most of her budget so she can afford the
occasional luxury.
SARAH AS A YUMMY
URBAN MUMMY
She now lives with Peter and their kids in a modern
house in a cool suburb. It is sometimes hard to be urban
parents – but she is recharging her battery with “all-inclusive” family holidays in Majorca. She saves a lot of time
by doing her shopping online. When she is in the city,
she looks for cool stuff for her children, from brand-name
prams and toys to video games, clothes, etc. Peter and
Sarah are house-proud, so invest time and money in
making their home nice and contemporary. They have a
cool hybrid family car, but they are environmentally
aware and make good use of public transport whenever
they can.
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2 REACH THE METROPOLITANS
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Our readers ARE
our strength!
Metro’s distribution
structure aims to reach your
perfect demographics on a
daily basis
METRO STRIVES TO PROVIDE
A FRESH COPY AVAILABLE JUST
BEFORE YOUR PERFECT
COMMUTING READING MOMENT
Always a step ahead!
To better serve its readers, Metro regularly studies their habits. Our target groups can now find their
favourite newspapers at the start of their journey or activities. Dentist waiting rooms, gyms, bakeries and
coffee shops are just a few examples of the network we have built up to serve your customers. Thanks to
its tailor-made distribution channels, Metro enjoys an average of 2.8 readers per copy. Metro’s efficiency
is continuing to grow at a fast pace.
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SWEDen
CZECH reP.
HUNGARY
NETHERLANDS
FINLAND
CHILE
USA
ITALY
GREECE
CANADA
DENMARK
FRANCE
HONG KONG
SOUTH KOREA
RUSSIA
PORTUGAL
MEXICO
BRAZIL
ECUADOR
GLOBAL SALES
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Preview to Fashion Week special edition
and Miami campaign.
3
19
3 SWEDEN
Metro Sweden launched in Stockholm in 1995. Readership: 1,5 million.
Contact: www.metrobusiness.se | +46 8 422 99 00
Solution:
INTEGRATED
Client: Metro On Stage 2010
Gala event in Stockholm
MetroOnStage.com
Promoting ad
Music competition for unsigned artists
Objective
The overall purpose of Metro On Stage is to meet Metro readers’ passion for music – both for creating music
and for listening to new sounds.
Execution
• Main partner: Swebus, whose objective was to launch their new music strategy and promote
their new name and branding
• Other partner: Apple Premium Reseller, whose objective was to drive sales through
their stores
• Editorial: The competition was promoted with articles in Metro
• Marketing: Print, online, radio and TV ad campaign
• Campaign website: For participation and interactivity in the competition
• Viral activation: Links to Facebook, YouTube, MySpace, blog, etc.
• Gala event to announce the winner.
By creating a recurrent concept that allows engagement and interaction, we can create loyalty among our
readers in order to strengthen both the Metro brand and our partners’ brands.
Media Agency ...
Creative Agency ...
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Advertiser: Nordisk Film
Format: L-shape front ad back cover + broadsheet format
Solution:
INTEGRATED
Client: Nike
Cover wrap
Metrobloggen.se as landing page
Nike dressed distributers
Radio interview with Ara and Agnes
Editorial coverage
In-store campaign
Club Metro offer
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3 CZECH REPUBLIC
Metro Czech Republic launched in Prague in 1997. Readership: 398.000
Contact: www.metro.cz | +42 0 224 742 710
Solution:
PACKAGED SAMPLING
Client: Knorr
Instant soup in a bag
Objective
Knorr decided to support the launch of a new type of instant soup via sampling in Metro,
which gave a large public audience the chance to taste it for themselves.
Execution
Packaged sampling in plastic bag
Media Agency PHD
Creative Agency LOWE GGK
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Advertiser: Gambrinus
Format: Cover wrap
Advertiser: Lidl
Format: Island ad
Advertiser: Tesco
Format: Cut-out
Advertiser: McDonalds
Format: Bespoke Format
Advertiser: 20th Century Fox/Fox Movies
Format: Bespoke Format
Advertiser: LG Electronics
Format: Bespoke Format
Advertiser: GE/GE Capital
Format: Bespoke Format
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3 HUNGARY
Metro Hungary launched in Budapest in 1998. Readership: 501.000
Contact: www.metropol.hu | +36 1 4316400
Solution:
INTEGRATED
Client: Intercom Ltd.
Spider-Man creative campaign
Objective
Launch of the Spider-Man movie.
Execution
Special package in three phases:
1) 4 August – prize draw. Readers had the chance to win tickets for the Spider-Man premiere.
2) 4–12 August – teaser countdown “megastripe” ads in Metro.
3) 12 Aug (day of the premiere) – special hand-distribution, with six promoters dressed like Spider-Man in
prime distribution points in Budapest.
Creative Agency Sony Studios International
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Advertiser: Vodafone
Format: Bespoke format
Advertiser: Budapest Bank
Format: Onsert (I HUF-coin)
Advertiser: Walt Disney
Format: Cut-out
Advertiser: Toyota
Format: Bespoke format
Advertiser: Novartis
Format: Bespoke format
Advertiser: Milka
Format: Sampling and special package of Metro
Advertiser: Danone
Format: L-shaped ad
Advertiser: H&M
Format: Cover wrap other
Advertiser: Unilever
Format: Cut-out
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3 NETHERLANDS
Metro Holland launched in 1999. Readership: 1.727.000
Contact: www.metronieuws.nl | +31 20 511 4000
Solution:
COMPETITION & WRAP
Client: Zillertal Arena
Cover wrap
Text message competition
Objective
To attract new visitors to the Zillertal Arena in Austria.
Execution
Wrap cover and an SMS competition. To enter the competition, readers had to count the “Arenaphants” in
Metro. Investment: EUR: 50,000. Follow-up: The campaign was a big success, and ran again last April with a
baby-wrap.
Agency Reklameburo Vogelfrei
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Advertiser: Peugeot Nederland BV
Format: Butterfly wrap
Advertiser: Warner Bros
Format: Cut-out
Advertiser: Unive, VGZ, IZA & Trias
Format: Cover wrap + onsert
Advertiser: Burger King
Format: Island ad
Advertiser: Dreamworks
Format: Cut-out
Advertiser: Transivia
Format: Bespoke format
Advertiser: Universal Pictures
Format: Cut-out
27
3 finland
Metro Finland launched in Helsinki in 1999. Readership: 305.000
Contact: +358 9 122 2007
Solution:
INTEGRATED
Client: Indiska
King Size Spread
L-shaped ad
Dressed up distributors
Belly band
Objective
Indiska sells a unique mix of fashion and interiors inspired by Indian style. When the company needed to
promote the opening of a new store, it decided to do so in a highly visible way with Metro. The Belly Band
was actually a discount coupon for the new store. The newspaper was distributed to readers by 10 beautiful
promoters dressed in Indiska’s original clothes.
Execution
L-Bar, King Size Spread, Belly
Band, 10 models.
Media Agency Vizeum Finland
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Advertiser: EasyJet.com
Format: Belly band + A4 insert + Skyboxes + Banner + Distributors
Advertiser: Sony Playstation
Format: L-shaped ad
Advertiser: Fazer
Format: Glossy wrap
Advertiser: Nokia
Format: Cut-out
Advertiser: Tector
Format: Island ad
Advertiser: Unibet
Format: Cut-out
Advertiser: Hartwall
Format: Cover wrap
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3 CHILE
Publimetro Chile launched in Santiago in 2000. Readership: 374.956
Contact: www.publimetro.cl | +56 2 421 5900
Solution:
PUBLIMETRO BraillE
Client: Movistar
The first newspaper in Chile for the blind
Objective
To launch the first newspaper fully written in Braille for the blind community.
Execution
• The newspaper’s content is a summary of the main news stories, plus features of
interest to the blind community
• Fully printed in Braille language
• Distributed across Chile to blind institutions
• Movistar (cell-phone provider) sponsored the project
Results
• Huge media coverage as well as PR
• Improvement of brand perception for Publimetro as well as Movistar
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Advertiser: Banco Santander
Format: Bespoke Format
Advertiser: Transbank
Format: Bespoke Format
Advertiser: Unilever
Format: Cover wrap other
Advertiser: Soprole
Format: Bespoke format
Advertiser: Banco Santander
Format: Cut-out
Advertiser: Telefonica/02
Format: Bespoke format
Advertiser: Telefonica/02
Format: Full Page
31
3 USA
Metro USA launched 2000 and is the 4th largest newspaper in the United States with a readership of 1.103.000
Contact: [email protected] | +1 646 792 8073
Solution:
INTEGRATED
Client: Miami
Preview to Fashion Week special edition
and Miami campaign.
Cover wrap
Miami and New York
Fashion Week Campaign
Dressed up models
Flyer for sampling. Hotel Nash South Beach weekend
getaway contest campaign.
Objective
To stimulate awareness of Miami as a destination
among style-savvy New York Fashion Week attendees.
Execution
Thursday February 11, 2010
Fashion Week Preview: 322,000 copies
• Four-page 4C full-circulation glossy wrap
• Quarter-page 4C contest ad with call to action for readers to enter to win a weekend
getaway at Miami’s Hotel Nash South Beach
• Metro provided Greater Miami & Conventions with a dedicated contest microsite
(www.metro.us/contests) and landing page featuring their weekend getaway entry form.
Friday February 12, 2010
• Overrun of Fashion Week special edition: 20,000 copies
• 10 Miami-outfitted models distributing newspaper and flyers to
Fashion Week attendees at Bryant Park.
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Solution:
STRATEGIC ADVERTISING
Client: Stella McCartney
Models dressed in custom Stella McCartney wraps and accessories distributing brochures of her latest collection at Mercedes Benz Fashion Week
Solution:
SAMPLING
Client: Swarovski
Models dressed in custom Swarovski crystal blazers distributing brooklets in Soho and the West Village, NYC
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3 ITALY
Metro Italy launched in Rome and Milan in 2000. Readership: 1.771.000
Contact: www.metronews.it | +39 06 49241237
Solution:
INTEGRATED
Client: Buena Vista International
Film launch of Casanova
Objective
To create a buzz around the launch of the film Casanova at the Venice Film Festival. Buena Vista
International wanted more than the standard advertising space, and asked Metro to create
something especially for Venice, where Metro Italy is not distributed.
Execution
Metro created a bespoke solus edition with an editorial focus on the Venice Film Festival. Buena
Vista was the sole advertiser in the special edition. The promoters hired for the distribution wore
17th-century costumes to reflect Casanova’s era, creating even more interest in the film through
strong visual impact.
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Advertiser: Movimax
Format: Bespoke format
Advertiser: Longoni sport
Format: Cut-out
Advertiser: Sony Pictures
Format: Front page banner
Advertiser: Warner Bros
Format: Bespoke format
Advertiser: Barilla
Format: Cut-out
Advertiser: Moviemax
Format: Pyramide
Advertiser: Coca Cola
Format: Cut-out
Advertiser: Jack Daniel’s
Format: Cut-out
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3 GREECE
Metro Greece launched in Athens in 2000. Readership: 299.000
Contact: www.metrogreece.gr | +30 210 6901 400
Solution:
MUSICAL
AD
Client: Havana Club
Objective
To promote Havana Club’s summer season.
Execution
Four-page illustrated Havana Club insert with music, distributed on beaches in Athens,
Mykonos, Paros and Santorini.
Media Agency BGM
Creative idea Metro Creative
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Advertiser: Henkel
Format: Cut-out
Advertiser: Alpha Bank
Format: Onsert
Advertiser: Kraft Foods
Format: Bespoke format
Advertiser: Nestlé
Format: Bespoke format
Advertiser: Skoda
Format: Bespoke format
Advertiser: Swatch
Format: Cut-out
Advertiser:Unilever/Knorr
Format: Bespoke format
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3 CANADA (E)
Metro Canada (English) launched in Toronto in 2000. Readership: 1.025.300
Contact: [email protected]
Solution:
GLAMMA WRAP
Client: Canadian Tire
Objective
To let people know that Canadian Tire’s Outdoor Room collections allow you
to enjoy all the comforts of indoor living, outdoors.
Execution
Glamma Wrap
Media Agency Mediacom
Creative Agency Taxi
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Advertiser: American Express
Format: Bespoke format
Advertiser: Diageo
Format: Bespoke format
Advertiser: H&M
Format: Bespoke format
Advertiser: Bell
Format: T-shaped ad
Advertiser: Swiffer
Format: Bespoke format
Advertiser: P&G
Format: Cut-out
Advertiser: Volkswagen/Audi
Format: Cut-out
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3 CANADA (F)
Metro Canada (French) launched in Montreal in 2001. Readership: 337 300
Contact: [email protected]
Solution:
INTEGRATED
Client: Loto Québec/Mise-O-Jeu
Objective
To launch the new sports lottery product Mise-O-Jeu. Metro promoters were dressed in Mise-O-Jeu colours
and accompanied by a Zamboni ice resurfacer. The campaign dominated that day’s Metro, including a cover
wrap and an editorial page in the sport section that had been erased by a Zamboni (the unerased page was
printed overleaf). A media first in Canada, it won the Prix Média 2006 (Québec).
Execution
Cover wrap, creative cut-out in sports editorial and special distribution, with the slogan:
Make way for hockey! Bet on hockey games through Mise-O-Jeu and Pronostik.
Advertising Agency Touché!PHD
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Advertiser: Dreamworks
Format: Bespoke format
Advertiser: Lasik MD
Format: L-shaped ad
Advertiser: Ubisoft
Format: Cut-out
Advertiser: Banque Nationale
Format: L-shaped ad on the front page combined with back cover
Advertiser: Sears
Format: Triangle ad
Advertiser: HP
Format: Bespoke format
Advertiser: Walmart
Format: Cut-out
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3 Denmark
MetroXpress Denmark launched in Copenhagen in 2001.
Readership: 451.000* Contact: www.metroxpress.dk | +45 77305757
Solution:
STORYTELLING
Client: EA Games
Objective
To launch The Sims 2 and tell young adults about the game’s new features.
Execution
The solution was to create a Sims 2 daily as a cover wrap around metroXpress. It was designed as a real newspaper, complete with a lead story, feature stories and small back-page stories. Cartoons, cut-outs and small
stories were found in the real paper.
• Cover wrap (created as a newspaper) and smaller ads inside, with stories about the
characters from the Sims game
• Cut-out ads with the characters.
Agency Mediabroker
*Gallup Index Denmark 1H. 2010
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Advertiser: Kellogs
Format: Integrated
Advertiser: Nestlé
Format: Onsert and sampling
Advertiser: H&M
Format: Glossy wrap
Advertiser: Egmont
Format: Double Triangle
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3 FRANCE
Metro France in Paris and Marseille in 2002. Readership: 2.444.000
Contact: www.metrofrance.com| +33 1 55 344 500
Solution:
INTEGRATED
Client: Philips Consumer Lifestyle
Objective
To promote the launch of Philips Cinema 21.0 at Festival de Cannes 2009.
Execution
Print: Two pages in special Cannes edition, 1/3 clipped in national edition (excluding Paris).
Two-page surroundings in Metro Paris.
Web: Various banner formats online
Media Agency Carat
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Advertiser: H&M
Format: Butterfly cover wrap
Advertiser: Electronic Arts
Format: Cut-out
Advertiser: Dreamworks
Format: Cut-out
Advertiser: Orange/France Telecom
Format: Cut-out
Advertiser: Swatch
Format: Cut-out
45
3 hong kong
Metro Hong Kong launched in Hong Kong in 2002. Readership: 755.000
Contact: www.metrohk.com.hk| +852 31961600
Solution:
INTEGRATED
Client: Ocean Park
Horror bonanza
Objective
A creepy marketing campaign based on a “New Fear Formula” raised horror to a thrilling new level in 2008!
The chillingly creative ideas used to advertise 2008’s Halloween Bash included sending “ghosts” to the busiest
districts in town to distribute horror-themed newspapers.
Execution
Cover & Back Cover, with “ghost” distributors
Media agency Mediacom Ltd
Creative agency Metta Communication
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Advertiser: Nokia
Format: Mini dominator
Advertiser: Citigold
Format: Bespoke format
47
3 SOUTH KOREA
Metro Seoul launched in 2002. Readership: 691.000
Contact: Weongeun Lee, Sales Management Team, Metro Seoul
Solution:
DESIGN COMPETITION
Client: Kia Motors
Kia Motors’ annual design competition
Objective
To promote KIA Mortors’ new line KIA Morning (Picanto in European markets) and KIA SOUL.
Execution
Metro launched a design competition for its readers, who were invited to submit ideas under specific themes.
A team of juries chose the two winning designs, which were printed on special film and used to decorate KIA’s
new cars. The competition not only helped raise brand awareness, but also promoted sales. Every year, the
competition generates buzz in other media outlets and encourages new designers.
48
49
3 russia
Metro Russia launched in St. Petersburg in 2005 and in Moscow in 2009.
Readership: 1.319.000 Contact: www.metronews.ru
Solution:
INTEGRATED
Client: Swatch
Swatch Love Squad
Objective
To present Swatch’s special Valentine’s Day watch collection.
Execution
Two double 1/3 generic page ads at the bottom + ¼ cut-out teaser banner at the top.
Distribution by 100 street promoters wearing angel wings and special “Love Squad” caps.
1,000 plastic cupid arrows were distributed with the newspaper.
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Advertiser: McDonalds
Format: Full page, Cut-out and Island ad
Advertiser: P&G
Format: Cut-out
Advertiser: Auchan
Format: Cut-out
Advertiser: Mastercard
Format: Junior page
Advertiser: Walt Disney
Format: Cover wrap
51
3 portugal
Metro Portugal launched in Lisbon and in Porto in 2005. Readership: 501.000
Contact: [email protected] | +351 214 241 436
Solution:
PERFUMED
PAPER
Client: Unilever/Comfort
Puppet distributors
Scented paper
Objective
To promote Comfort’s new concentrated formula, with smaller packaging and a new fragrance.
Execution
The newspaper was folded in two, smaller than usual, but opened out to be BIGGER than normal, as it was
printed in berliner format. It was also scented, to promote the new fragrance of the fabric softener, and Comfort ads dominated.
Testimonial from Brand Manager Rui Silva:
“In just a few days, we sold all of our stock in the main hypermarkets.”
Media agency Brand Connection
52
Advertiser: McDonalds
Format: Bespoke format
Solution:
INTEGRATED
Client: Sloggi
Cover wrap
Dressed up distributors in the biggest cities in Portugal
Objective
To promote the launch of Sloggi’s Wild Jeans collection.
Execution
Models were recruited to wear the lingerie while distributing the newspaper. Their bodyguards wore Sloggi
T-shirts, further branding the street promotion. The newspaper’s cover wrap featured the new Sloggi
collection.
Result
Four years later, Lisbon citizens still recall encountering the promotion at the city’s traffic lights.
53
3 MEXICO
Publimetro Mexico launched in Mexico City in 2006. Readership: 380.000
Contact: www.publimetro.com.mx | +52 55 53 400700
Solution:
INTEGRATED
Client: Movistar
Objective
Movistar wanted to promote their Christmas offer in order to increase sales. The aim was to match their
massive and outdoor campaign with creative formats and street-marketing strategies via Publimetro.
Execution
Cut-out folder and creative formats during the campaign, as well as brand presence with promoters wearing
Movistar T-shirts. Also, TV, outdoor, press & magazines, displays and street marketing.
Result
Movistar reached their sales and positioning objetives.
Media agency Starcom
Creative agency Olabuenaga
54
Advertiser: Diageo
Format: Cover Wrap
Advertiser: Estee Lauder
Format: Bespoke format
Advertiser: P&G
Format: Bespoke format
Advertiser: Seat
Format: Island ad
Advertiser: Samsung Group
Format: Bespoke format
Advertiser: 20th Century Fox
Format: Cut-out
55
3 BRAZIL
Metro Brazil launched in Sao Paulo in 2007. Readership: 406.000
Contact: www.publimetro.com.br | +55 11 3528 8500
Solution:
MINI
METRO
Client: Johnson & Johnson
Objective
The agency challenged Metro to come up with something new to launch the new Mini Listerine line.
Execution
We produced a special edition with a in a smaller format, full of content about small things. To highlight the
importance of oral hygiene products, we distributed this special edition, along with samples of Mini Listerine,
at lunchtime.
Media Agency JWT
56
Advertiser: Itaú
Format: Integrated
Advertiser: Yahoo
Format: Cover wrap
Advertiser: Quaker
Format: Cover wrap
Advertiser: Ambev
Format: Double page spread + Cover 1/4 page banner
Advertiser: Whiskas
Format: Cover wrap
Advertiser: Visão Laser
Format: Cover wrap
Advertiser: McDonalds
Format: / page and watermark
57
3 ecuador
Metro Ecuador launched in Quito and Guayaquil in 2009. Readership: 148.000
Contact: Juan Carlos Bermeo, Sales Manager [email protected]
Solution:
STRATEGIC ADVERTISING
Client: Toyota
Objective
Toyota wanted to create brand awareness for their hybrid vehicles, based on their concept of
“the ideal model for you”, which focuses on cars specifically designed for environmentally aware people.
Execution
Using our “Green Metro” Edition, the sales team approached Toyota and presented a multichannel campaign (in-paper advertising, and BTL). Toyota opted for a MetroQuil cover-wrap, on which they
presented their different hybrid models. In addition, at prime distribution points in Guayaquil, our promoters
wore a banner on their heads that attracted the attention of both drivers and pedestrians. The banners had
the same image as the cover-wrap, reinforcing the client’s campaign. 58
Solution:
SAMPLING
Client: Yanbal
Launch of Osadia
Objective
To introduce a new perfume by Yanbal, a well-known cosmetics company, to the Ecuadorian market. Like most
of Yanbal’s products, the perfume is targeted at middle-class women, but their products are sometimes used
by the upper and lower segments of the market too. Generally speaking, cosmetics and perfumes use highend communication media for advertising.
Execution
Metro chose its best street distribution points in Quito and Guayaquil to give away samples of the new Yanbal
perfume, Osadia. At the client’s request, samples were only delivered to women. In addition, the client chose
to advertise on the front and back covers with a sample of perfume attached to the paper, reinforcing their
image. Metro promoters wore T-shirts with
Yanbal and Osadia branding.
59
3 global sales
Metro International Global Sales
Contact: +44 (0)20 7016 1300 | www.metro.lu/advertisers
Solution:
INTEGRATED
Client: Sex and the City 2
SATC2 clutch with the newspaper inside.
Inside the clutch
Global Fashion Editor’s style blog
Objective
Metro International was tasked with promoting the launch of the film Sex and the City 2 in a fun and
creative way that would engage readers on a number of different levels.
Execution
Metro International produced and distributed a cover wrap that looked like a gold clutch bag.
The wrap enclosed 120,000 newspapers in 5 markets: France, Italy, Spain, Russia and the UK.
To minimise wastage, the special wrap was distributed only in fashion and shopping districts
among the core target audience of women aged 18–40. A bespoke online competition element
was also integrated into the campaign, offering readers the chance to win a trip to the premiere
of the film. The movie was also promoted on Metro’s Global Fashion Editor’s style blog.
Result
The campaign was huge success with great resonance among the core target audience.
80% of recipients of the clutch-bag wrap thought the execution had an extremely positive
effect. Almost 50% of respondents said they would be booking tickets to see the movie
having seen the campaign, with the same percentage having visited the microsite and
entered the competition.
60
Winning cover wraps
Website for the competition
Microsite
Cut-out ad
Solution:
Competition
Client: HP
Objective
The brief was to promote HP’s printers as a way of releasing your creativity. HP wanted the
campaign to incorporate their tag-line “What Do You Have To Say?”
Execution
Metro’s solution was to run a competition for readers to design their own cover for Metro.
The competition encouraged readers to be creative on the topic “What do you have to say
about your city?” Entries were invited via a truly 360-degree campaign incorporating print,
outdoor poster sites, an advanced microsite (www.metro-hp.com) and viral applications through
Facebook. The winning cover designs were seen by millions of people.
Result
This campaign won the M&M 2008 award for “Best Contribution by
a Media Owner” and got some impressive results:
• 80,000 unique visitors
• 630,000 votes
• 1,480 registered people
• 60% of readers thought HP was more appealing as a result of the campaign.
HP
winner
2008 M&M awards
best contribution by a media owner
61
3 global sales
Solution:
INTEGRATED
Client: Hyundai
2010 Fifa Worl Cup Handbook™
Metro International & Hyundai Motor Company 2010 FIFA World Cup Handbook™
Objective
To celebrate the launch of the 2010 FIFA World Cup in South Africa
Execution
Metro International and Hyundai teamed up to produce a glossy, 44-page World Cup Handbook, packed full of information about
every group, team and player. Tailored according to each national team and translated into 5 different languages, the Handbook
was designed, produced and distributed by the Metro team. 2.25 million copies were distributed across France, Italy, Netherlands,
Spain and UK in the week leading up to the launch of the tournament. Colour pages in each market’s newspaper ensured that
Hyundai’s World Cup goodwill message was seen by 12 million Metro readers, not just those that received a copy of the Handbook.
The campaign was a great success!
•An unprecedented 90% of respondents recognised Hyundai as the advertiser in unbranded recall, with 70% responding
positively to the Handbook.
•After seeing the campaign:
21% likely to find out more about Hyundai cars
21% likely to go to the website
25% will compare pricing
17% likely to enquire at a dealership
13% intend to book a test drive
62
02.p.29.deportesnokia:12.p.10
10/1/08
6:55 PM
Página 04
jueves 02-10-2008
Respetan a “Kalule”
“Sabemos que es un jugador muy importante para ellos y es especial por todo lo que
entrega y hace en la cancha”, dijo Rafael Olarra sobre el volante Rodrigo Meléndez.
Ya se vive el “banderazo”
Cerca de 300 hinchas colmaron la práctica de Colo Colo adelantando
el tradicional banderazo que las barras le brindan a sus equipos.
Deportes
29
“Chupete” llega al cien
El delantero Humberto Suazo fue sometido a exámenes médicos que aseguran
su presencia ante Ecuador y Argentina, por las eliminatorias sudamericanas.
El médico de Monterrey, Raúl Luna, aseguró que el atacante nacional sufre una
pequeña inflamación de los tendones de la rodilla izquierda, lo que no le
impedirá llegar a los lances eliminatorios ante Ecuador y Argentina.
Sección editada por Sebastián Morales
P H OTO S P O R T
Los “magos” calientan el Clásico
Nelson Pinto y Macnelly Torres adelantaron el choque del domingo en Macul
SE NOTA QUE son archirriva-
Walter Montillo será de la
partida el domingo.
“Será una
final para
nosotros”
Walter Montillo reconoció
que será una “final” el próximo “Superclásico” ante
Colo Colo, a disputarse el
domingo a las 16:00 horas
en el Estadio Monumental,
en alusión a la lucha por el
“Chile 3”.
“Sabemos es que esta es
una final y no podemos
dejar la chance de volver a
meter el club a un torneo
internacional", admitió tras
la práctica matinal en el
'Caracol Azul'.
AGENCIAS
Clásico en breve
PIENSAN EN COPA CHILE No
sólo en el “Superclásico”
están pensando en Universidad de Chile. Los azules se
medirán esta noche (22 horas)
ante Santiago Wanderers, en
Valparaíso, por la segunda
ronda de la Copa Chile. La
escuadra de Arturo Salah saldrá a la cancha con una formación alternativa.
ASUME EL “RUSO” El argentino Héctor Adomaitis asumió
ayer formalmente como ayudante técnico de Marcelo
Barticciotto en Colo Colo. El ex
volante del “Cacique” en los
noventa llegó a acuerdo económico con la dirigencia de
Blanco y Negro, convirtiéndose en el segundo entrenaAGENCIAS
dor de los albos.
do bien y arriba de ellos en la
tabla. Es el momento de ponerles el pie encima y revalidar todo lo bueno que hemos
mostrado”, agregó Pinto.
S.M.H.
Habla el “Chupa”
Retornado desde México
llegó este semestre Nelson
Pinto. Y con buen fútbol y
goles nuevamente se ganó el
corazón de la hinchada azul.
La última vez que Pinto
visitó el Monumental salió
en una camilla tras recibir un
piedrazo. “Sólo quiero
borrar ese recuerdo y el
domingo salir con un
triunfo de allá”, dice el
“Chupa”.
“Llegamos muy
bien. Quizás como nunca antes: jugan-
“Hay algunos trabajos en el
interior que estarían solucionados.
Las
puer tas se
abrirán a
las 11 de la
mañana”,
ex plicó Jo sé Or tega,
jefe de Carabineros.
AGENCIAS
En números
12
partidos sin
perder ha
sido la
mejor racha
de Colo
Colo ante a
“U” entre 1939 y 1944 los
albos cosecharon 9 victorias y
3 empates.
8
lances sin saber
de caídas fue la
mejor de
Universidad de
Chile. Entre
1957 y 1960 los
azules tuvieron un registro
de 5 victorias y 3 empates.
5-4
Juntos pero no revueltos. Pinto y Torres ya viven el “Superclásico”.
Vuelan las entradas:
van 25 mil vendidas
EMOCIÓN EXTREMA ha causado el “Superclásico” del
fútbol chileno en los incondicionales de Colo Colo y
Universidad de Chile.
Por ejemplo, los forofos
azules ya agotaron las 5.500
entradas que la dirigencia de
Blanco y Negro puso a la disposición de la hinchada rival.
Y no sólo eso, según el último informe entregado por la
dirigencia alba, hasta la tarde
de ayer ya se habían vendido
más de 25 mil entradas de las
42 mil que se pusieron a disposición de los fanáticos.
En la jornada del miércoles, también se realizó la inspección al Monumental.
explica “Magia”, quien a grega que el mal momento
de Colo Colo no es tema. “Un
clásico es un clásico. No importa cómo lleguen los equipos”, afirma Macnelly.
sentido
mejor y
espero
poder
hacer un
gran partido este
domingo”,
SY LV I O GA R C Í A
EL VOLANTE argentino
les. Apenas cruzan miradas y
cuando uno hace una declaración rimbombante, el otro
sólo atina a gesticular una
sonrisa socarrona. Son Nelson Pinto y Macnelly Torres,
motores de Universidad de
Chile y Colo Colo, respectivamente.
Es que a tres días del “Superclásico”, sus protagonistas, los jugadores de
ambos bandos, ya co mienzan a mostrarse los
dientes.
“Es un partido trascendental para noso tros, sobre todo para
mí. Quizás no he rendido como muchos esperaban y si tengo un
buen partido el domingo seguramente revertiré
todas las críticas”, asume
el colombiano Torres.
“Ya creo que el período
de adaptación pasó. Me
ha costado un poco ambientarme al país, al fútbol de acá. Pero ya me he
Fue
el marcador más abultado que recuerde un
“Superclásico”. Ocurrió
en 1977 y el triunfo se lo
llevó Colo Colo ante un
estadio Nacional repleto
hasta las banderas.
Un Monumental recién asegurado
EL CLUB COLO COLO y las
compañías Seguros Cruz del
Sur y American Assist han
acordado un inédito convenio para que
todas la personas que
asistan al
Estadio
Monumental.
Los días
en que el Cacique juegue como
local, los
hinchas
que acudan al coliseo de
Pedreros tendrán un seguro
médico por accidentes y un
servicio de Asistencia Total,
con la sola presentación de
la entrada el día del encuentro.
¿Qué es?
Se trata de un seguro de
Accidentes Personales, Plan
C, es decir, destinado a cubrir
el reembolso de gastos médicos producidos por un accidente al interior del estadio
Monumental. Un recurso pionero y único en Chile.
Este seguro cubre exclusivamente a los asistentes al
estadio durante el horario
del partido (desde 30 minutos antes del inicio, y hasta
30 minutos después del término del juego), al interior
de las instalaciones del estadio de Colo Colo.
UPI
Listos los asientos
Además, el club popular
informó que la tribuna Rapa
Nui funcionará casi en su
totalidad con nuevas butacas
el “Superclásico” de este este
domingo.
Así en la tribuna más alta
del Estadio Monumental está
casi terminado el recambio
total de las actuales butacas
que son reemplazadas por las
que ya exhibe el resto del
coliseo maculino.
Solution:
EDITORIAL INTEGRATED
Client: Nokia Navigator
Objective
Metro is the perfect vehicle for advertisers to reach their audiences. Many of the world’s leading brands are already using Metro as
an effective answer to their marketing needs.
Execution
The idea was to integrate the Nokia campaign with the day’s editorial content in the travel, sport and entertainment sections.
Metro inserted a Nokia Map of the featured article’s location into an image of the phone. A tag-line asked readers for directions
to other articles, supporting the map concept.
Result
The campaign clearly demonstrated to Metro readers the advantages of the Nokia 6210 handset’s map function.
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3 For YOUR NOTES
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