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  • 1. CONTENTMETrO INTErNaTIONal S.aPrOduCT MaNagEr Colette MoringraPhIC PrOduCTION Johanna Runebjörk
  • 2. SWEdENCZECh rEP. Our TargET grOuPhuNgarYNEThErlaNdS METrO lIFE PaNElFINlaNd METrOPOlITaNChIlE lIFE STagESuSaITalYgrEECECaNada 1dENMarKFraNCE 2hONg KONgSOuTh KOrEaruSSIa INTrOduCTIONPOrTugalMEXICO aNNual grOWThBraZIl ThE PrOduCTECuadOrglOBal SalES 3
  • 3. 1 INTrOduCTION 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 cam- paigns. 2010 is a special year for Metro. It is 15 years since we launched the first edition of Metro in Stock- holm. 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 of- fer 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 advertis- ing 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 crea- tive ideas, and don’t forget to challenge us! Creative Regards Christian Quarles, Vice President, Director Global Marketing THE BEGINNING Luis Rebola, Global Marketing Director4
  • 4. THE FUTURE 5
  • 5. 1 ANNUAL GROWTH ThE largEST aNd FaSTEST- grOWINg 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! Paris Marseille Lyon Busan Aarhus Montreal Hong Kong Boston Seoul Copenhagen Santiago Hungary nat. Philadelphia Rome Netherlands Toronto Helsinki Milan Malmö Athens Budapest Gothenburg Prague Stockholm 1995 1997 1998 1999 2000 2001 2002 20036
  • 6. Rio de Janeiro Campinas Moscow Quito Halifax Santos Monterry Guyaquil 24timer ABC (2 editions) São Paulo Czech nat. St Petersburg Lisbon Porto France west Mexico City Strasbourg Edmonton Amsterdam Calgary Florence Bologna Genoa New York TurinSweden nat. Vancouver Rotterdam OttawaCote d’Azur Bordeaux Toulouse Lille 2004 2005 2006 2007 2008 2009 2010 7
  • 7. 1 THE pROdUcT SOME ThINgS ONlY ThE WOrld’S largEST glOBal NEWSPaPEr CaN dO. While other media owners are closing being, style, eco-living, motoring and wire services); relevant to our reader foreign and domestic bureaus, reduc- food. (we offer context and analysis); and ing staff, increasing their reliance on THE story everyone talks about that wire and pool reporting, and generally Global campaigns: Green Metro, day, on the train, around the office. tightening their belts, we do the op- Happy Metro, Cool Metro, Kids Metro, posite: invest in our product. and many more! We should be a “need to read” news- paper, not merely one that’s nice to Our strategy is to increase the qual- Partnerships: CNN, Getty Images, have around. Can the reader get this ity of our newspapers with exclusive, sharing of content between all local content anywhere else except Metro? unique content, revitalise our pres- Metros across the global network. NO! Over time, they will learn this, entation and revolutionise our brand and it keeps them coming back for perception. How? more… So what is it that makes us different? Our editing – we choose We invest in stories that our readers will find inter- Metro World News. esting, we present them in a way that they will respond to, we set ourselves Metro World News is now a function- apart from our competitors, both in ing resource, employing 11 full-time print and online. 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 export- able, locally generated content; and central production of original, exclu- sive content. This content is published GREEN METRO in all Metros, and reaches 37 million readers every week. We honor our heritage Exclusive interviews with film stars, ce- as a NEWSpaper lebrities, musicians; sitting down with heads of state and politicians in Met- We find the news angle in every story ro World Leaders; in-depth reporting – we are committed to “newsiness”. with Metro Focus; partnerships with All of our pages focus on news, and global brands like CNN. we strive to make our stories original EXCLUSIVE, ORIGINAL STORIES (written by our reporters); unique Weekly sections: travel, fitness & well- (different from the easily accessible8
  • 8. ENGAGING PHOTO STORIES DEEPER ANALYSES ILLUSTRATIVE GRAPHICS EYE-CATCHING HEADLINES We introduced a new design way of telling stories, it requires more unbiased and neutral, but not scared – and a new way of present- news gathering and original reporting. to earnestly analyse news. Metro tar- It’s a more sophisticated way of work- gets readers who are 18–40 years old. ing news ing, and our savvy demographic has Metro keeps readers’ interest levels responded in kind. high: lots of stories OR lots of ways of The new design is not just another set of fonts and colors. The layout is telling one in-depth story using our loaded with design tools — analy- Who we are and how unique design & storytelling elements. ses, graphics, photo stories, facts — we are structured Metro generally keeps its stories short- that push our journalists to give er than the average newspaper – our readers a newspaper for today, Metro is a global newspaper; a quickly between 300–350 words, with sidebars not the news from last night. We are read news summary that carries the and graphics. Metro is upmarket, in- no longer a simple news summary, as most important national, local and spired and has IMPACT! our readers get that via their mobiles international news and the latest before they hit our “Metro moment” developments. Metro brings added — so we changed what that “mo- value — we are the newspaper of to- ment” means. Now, we go behind day, NOT last night. We go behind — and beyond — the headlines. It’s a and beyond the headlines to keep our different readers hungry for Metro! Metro is 9
  • 9. 2 WE cALL THEM METROpOLITANS “Metro readers are typically aged 18 to 40 years old, active, studying or employed full-time, pre- dominantly 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 Metropolitans are well- Everything happens faster and play hard educated and well-travelled and earlier in big cities They want get ahead in their career. They have the big-city mentality and Metropolitans tend to be early adop- Their social lives are hectic. They are are always open to new experiences, ters and trendsetters, and hugely time-poor. Metropolitans love the city which in turn feed their cultural tastes. influenced by word-of-mouth. Love it in which they live – and make the They love the city so much that they or hate it, they will let their Facebook most of its cultural life, shopping and indulge themselves in weekend friends know or Tweet about it. Their sports facilities. city breaks in London, Barcelona or world is in constant motion. Prague. Metropolitans are full of Metropolitans are the first paradoxes Metropolitans like to be truly global target group kept well-informed They keep fit but indulge in Chinese No matter where they live or their take-away. The game is not about how They like to be ahead of the game, so precise demographics, Metropolitans much money you have, but how you they use a wide range of media. Col- across the world share a lifestyle and spend it. They combine a simple dress lectively, their media consumption is many psychographic characteristics. from Primark with the latest Jimmy pretty fragmented and they are hard They consumer the same products, Choo shoes. They will pay the price to reach. Luckily for advertisers, they listen to the same music. Mankind for the things they want, but they also all read Metro – which they value as a created the city; the city is shaping the value freebies and exclusivity – being convenient, efficient way to stay in- Metropolitan mindset. treated as a VIP at the opening of a formed, and which fits well into their hot new nightclub or at a Lady Gaga busy urban lives. concert.10
  • 10. 11Illustration: Cecilia Lundgren
  • 11. 2 WE cALL THEM METROpOLITANS Illustration: Cecilia Lundgren12
  • 12. 67% 73% 33% ENjOY lIvINg IN ThEIr CITY OF rEadErS arE agEd havE KIdS 48% 18 TO 39 YEarS Old 73% WENT TO uNIvErSITY 74% rECYClE aS MuCh aS ThEY CaN15% 60% arE STudENTS arE EMPlOYEd havE a laPTOPSource: NRSs (2009-10), GMS 2008 (GfK), Metro Life Panel (2010)WaNT TO lEarN MOrEaBOuT METrOPOlITaNS?Metro Life Panel is a dedicated on- relevant to readers and in line with a very short turnaround time. Metroline research panel of 35,000 readers. their interests. The panel also provides Life Panel is currently available in tenIts purpose is to provide continuous a robust research platform for advertis- Countries: Canada, Denmark, France,insight and dialogue with “Metropoli- ers to conduct ad-effectiveness sur- Greece, Hungary, Italy, Portugal, Swe-tans”: the young, active and affluent veys, strategic planning and consumer den, The Netherlands and USA.people living in one of the 100 major insight.cities across the world in which Metrohas a steady presence. The contribu- The panel not only helps advertiserstions of Metro Life Panel members develop outstanding creative cam-are featured in the news and help the paigns more effectively across multipleeditorial teams to create a newspaper markets, but also to deliver them with www.metrolifepanel.com 13
  • 13. 2 METROpOLITAN LIFE STAGES SARAH AS A YOUNG UR- BAN 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 pleas- ure in hunting for cool furniture. She also bought her first car – a small city car. She is also saving for the future...14
  • 14. 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 – any- thing edgy, the next new thing. She goes to summer music fes- tivals such as Sonar, Roskilde or Glastonbury. She is flat-sharing with her best friends, which is fun and cost-effective. Her chall- enge is to make the most of her budget so she can afford the occasional luxury.SARAH AS A YUMMYURBAN MUMMYShe now lives with Peter and their kids in a modernhouse in a cool suburb. It is sometimes hard to be urbanparents – but she is recharging her battery with “all-inclu-sive” family holidays in Majorca. She saves a lot of timeby doing her shopping online. When she is in the city,she looks for cool stuff for her children, from brand-nameprams and toys to video games, clothes, etc. Peter andSarah are house-proud, so invest time and money inmaking their home nice and contemporary. They have acool hybrid family car, but they are environmentallyaware and make good use of public transport wheneverthey can. 15
  • 15. 2 REAcH THE METROpOLITANS16
  • 16. Our readerS are Our STreNgTH! MeTrO’S dISTrIBuTION MeTrO STrIVeS TO PrOVIde a STruCTure aIMS TO reaCH FreSH COPY aVaILaBLe JuSTYOur PerFeCT deMOgraPHICS BeFOre YOur PerFeCT COM- ON a daILY BaSIS MuTINg 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. 17
  • 17. SWEdEN CZECh rEP. huNgarY NEThErlaNdS FINlaNd ChIlE uSa ITalY grEECE CaNada dENMarK FraNCE hONg KONg SOuTh KOrEa ruSSIa POrTugal MEXICO BraZIl ECuadOr glOBal SalES18
  • 18. Preview to Fashion Week special editionand Miami campaign. 3 19
  • 19. 3 SWEdEN Metro Sweden launched in Stockholm in 1995. Readership: 1.600.000 Contact: www.metrobusiness.se| +46 8 422 99 00 Solution: INTEGRATED Client: Metro On Stage 2009 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.20
  • 20. Advertiser: Nordisk Film Format: L-shape front ad back cover + broadsheet format Solution: INTEGRATED Client: NikeCover wrap Nike dressed distributers Editorial coverageMetrobloggen.se as landing page Radio interview with Ara and Agnes In-store campaign Club Metro offer 21
  • 21. 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 GGK22
  • 22. Advertiser: Gambrinus Advertiser: Lidl Advertiser: GE/GE CapitalFormat: Cover wrap Format: Island ad Format: Bespoke FormatAdvertiser: Tesco Advertiser: McDonaldsFormat: Cut-out Format: Bespoke FormatAdvertiser: 20th Century Fox/Fox Movies Advertiser: LG ElectronicsFormat: Bespoke Format Format: Bespoke Format 23
  • 23. 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 International24
  • 24. Advertiser: Vodafone Advertiser: Budapest Bank Advertiser: MilkaFormat: Bespoke format Format: Onsert (I HUF-coin) Format: Sampling and special package of MetroAdvertiser: Walt Disney Advertiser: Toyota Advertiser: Danone Advertiser: H&MFormat: Cut-out Format: Bespoke format Format: L-shaped ad Format: Cover wrap otherAdvertiser: Novartis Advertiser: UnileverFormat: Bespoke format Format: Cut-out 25
  • 25. 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 Vogelfrei26
  • 26. Advertiser: Peugeot Nederland BV Advertiser: Warner BrosFormat: Butterfly wrap Format: Cut-out Advertiser: Unive, VGZ, IZA & Trias Format: Cover wrap + onsertAdvertiser: Burger King Advertiser: Dreamworks Advertiser: Transivia Advertiser: Universal PicturesFormat: Island ad Format: Cut-out Format: Bespoke format Format: Cut-out 27
  • 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 Finland28
  • 28. Advertiser: EasyJet.comFormat: Belly band + A4 insert + Skyboxes + Banner + DistributorsAdvertiser: Sony Playstation Advertiser: Nokia Advertiser: Tector Advertiser: UnibetFormat: L-shaped ad Format: Cut-out Format: Island ad Format: Cut-outAdvertiser: Fazer Advertiser: HartwallFormat: Glossy wrap Format: Cover wrap 29
  • 29. 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 Movistar30
  • 30. Advertiser: Transbank Advertiser: Banco SantanderFormat: Bespoke Format Format: Bespoke FormatAdvertiser: Unilever Advertiser: SoproleFormat: Cover wrap other Format: Bespoke formatAdvertiser: Banco Santander Advertiser: Telefonica/02 Advertiser: Telefonica/02Format: Cut-out Format: Bespoke format Format: Full Page 31
  • 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: advertising@metro.us | +1 646 792 8073 Solution: INTEGRATED Client: Miami Preview to Fashion Week special edition Cover wrap Dressed up models and Miami campaign. Miami and New York Flyer for sampling. Hotel Nash South Beach weekend getaway contest campaign. Fashion Week 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.32
  • 32. Models dressed in custom Stella McCartney wraps and accessories distributing brochures of her latest collection at Mercedes Benz Fashion Week Solution: STRATEGIC ADVERTISING Client: Stella McCartneyModels dressed in custom Swarovski crystal blazers distributing brooklets in Soho and the West Village, NYC Solution: SAMPLING Client: Swarovski 33
  • 33. 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.34
  • 34. Advertiser: Movimax Advertiser: Warner BrosFormat: Bespoke format Format: Bespoke formatAdvertiser: Longoni sport Advertiser: Barilla Advertiser: Coca ColaFormat: Cut-out Format: Cut-out Format: Cut-outAdvertiser: Sony Pictures Advertiser: Moviemax Advertiser: Jack Daniel’sFormat: Front page banner Format: Pyramide Format: Cut-out 35
  • 35. 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 Creative36
  • 36. Advertiser: Henkel Advertiser: Alpha BankFormat: Cut-out Format: OnsertAdvertiser: Kraft Foods Advertiser: NestléFormat: Bespoke format Format: Bespoke formatAdvertiser: Skoda Advertiser: Swatch Advertiser:Unilever/KnorrFormat: Bespoke format Format: Cut-out Format: Bespoke format 37
  • 37. 3 cANAdA (E) Metro Canada (English) launched in Toronto in 2000. Readership: 1.025.300 Contact: robyn.payne@metronews.ca 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 Taxi38
  • 38. Advertiser: American Express Advertiser: BellFormat: Bespoke format Format: T-shaped adAdvertiser: Diageo Advertiser: SwifferFormat: Bespoke format Format: Bespoke formatAdvertiser: H&M Advertiser: P&G Advertiser: Volkswagen/AudiFormat: Bespoke format Format: Cut-out Format: Cut-out 39
  • 39. 3 cANAdA (F) Metro Canada (French) launched in Montreal in 2001. Readership: 337 300 Contact: nicolas.faucher@journalmetro.com 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 hock- ey! Bet on hockey games through Mise-O-Jeu and Pronostik. Advertising Agency Touché!PHD40
  • 40. Advertiser: Dreamworks Advertiser: Banque NationaleFormat: Bespoke format Format: L-shaped ad on the front page combined with back coverAdvertiser: Lasik MD Advertiser: Sears Advertiser: HPFormat: L-shaped ad Format: Triangle ad Format: Bespoke formatAdvertiser: Ubisoft Advertiser: WalmartFormat: Cut-out Format: Cut-out 41
  • 41. 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 news- paper, 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. 201042
  • 42. Advertiser: Kellogs Format: Integrated Advertiser: Nestlé Format: Onsert and samplingAdvertiser: H&M Advertiser: EgmontFormat: Glossy wrap Format: Double Triangle 43
  • 43. 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 Carat44
  • 44. Advertiser: H&MFormat: Butterfly cover wrapAdvertiser: Electronic Arts Advertiser: Orange/France TelecomFormat: Cut-out Format: Cut-outAdvertiser: Dreamworks Advertiser: SwatchFormat: Cut-out Format: Cut-out 45
  • 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 Communication46
  • 46. Advertiser: Nokia Format: Mini dominatorAdvertiser: CitigoldFormat: Bespoke format 47
  • 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
  • 48. 49
  • 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.50
  • 50. Advertiser: McDonalds Format: Full page, Cut-out and Island ad Advertiser: P&G Advertiser: Auchan Advertiser: Mastercard Format: Cut-out Format: Cut-out Format: Junior pageAdvertiser: Walt DisneyFormat: Cover wrap 51
  • 51. 3 pORTUGAL Metro Portugal launched in Lisbon and in Porto in 2005. Readership: 501.000 Contact: publicidade@metroportugal.com | +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 Com- fort 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 Connection52
  • 52. Advertiser: McDonaldsFormat: 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 53
  • 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 Olabuenaga54
  • 54. Advertiser: Diageo Advertiser: SeatFormat: Cover Wrap Format: Island adAdvertiser: Estee Lauder Advertiser: Samsung GroupFormat: Bespoke format Format: Bespoke formatAdvertiser: P&G Advertiser: 20th Century FoxFormat: Bespoke format Format: Cut-out 55
  • 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 JWT56
  • 56. Advertiser: ItaúFormat: IntegratedAdvertiser: Yahoo Advertiser: Quaker Advertiser: Whiskas Advertiser: Visão LaserFormat: Cover wrap Format: Cover wrap Format: Cover wrap Format: Cover wrapAdvertiser: Ambev Advertiser: McDonaldsFormat: Double page spread + Cover 1/4 page banner Format: / page and watermark 57
  • 57. 3 EcUAdOR Metro Ecuador launched in Quito and Guayaquil in 2009. Readership: 148.000 Contact: Juan Carlos Bermeo, Sales Manager juancarlos@metrohoy.com.ec 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 multi- channel 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
  • 58. Solution:SAMPLINGClient: YanbalLaunch of OsadiaObjectiveTo introduce a new perfume by Yanbal, a well-known cosmetics company, to the Ecuadorian market. Like mostof Yanbal’s products, the perfume is targeted at middle-class women, but their products are sometimes usedby the upper and lower segments of the market too. Generally speaking, cosmetics and perfumes use high-end communication media for advertising.ExecutionMetro chose its best street distribution points in Quito and Guayaquil to give away samples of the new Yanbalperfume, Osadia. At the client’s request, samples were only delivered to women. In addition, the client choseto advertise on the front and back covers with a sample of perfume attached to the paper, reinforcing theirimage. Metro promoters wore T-shirts withYanbal and Osadia branding. 59
  • 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
  • 60. Winning cover wraps Website for the competition Microsite Cut-out adSolution:COMPETITIONClient: HPObjectiveThe brief was to promote HP’s printers as a way of releasing your creativity. HP wanted thecampaign to incorporate their tag-line “What Do You Have To Say?”ExecutionMetro’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 sayabout 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 throughFacebook. The winning cover designs were seen by millions of people. HPResultThis campaign won the M&M 2008 award for “Best Contribution by WINNER 2008 M&M awardsa Media Owner” and got some impressive results:• 80,000 unique visitors best contribution by a media owner• 630,000 votes• 1,480 registered people• 60% of readers thought HP was more appealing as a result of the campaign. 61
  • 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 drive62
  • 62. 02.p.29.deportesnokia:12.p.10 10/1/08 6:55 PM Página 04 jueves 02-10-2008 Respetan a “Kalule” Ya se vive el “banderazo” “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. Cerca de 300 hinchas colmaron la práctica de Colo Colo adelantando el tradicional banderazo que las barras le brindan a sus equipos. 29 Deportes Sección editada por Sebastián Morales “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. Los “magos” calientan el Clásico P H OTO S P O R T Nelson Pinto y Macnelly Torres adelantaron el choque del domingo en Macul SE NOTA QUE son archirriva- sentido explica “Magia”, quien a - do bien y arriba de ellos en la les. Apenas cruzan miradas y mejor y grega que el mal momento tabla. Es el momento de po- En números cuando uno hace una decla- espero de Colo Colo no es tema. “Un nerles el pie encima y revali- 12 ración rimbombante, el otro poder clásico es un clásico. No im- dar todo lo bueno que hemos sólo atina a gesticular una hacer un porta cómo lleguen los equi- mostrado”, agregó Pinto. partidos sin perder ha sonrisa socarrona. Son Nel- gran par- pos”, afirma Macnelly. S.M.H. sido la son Pinto y Macnelly Torres, tido este mejor racha Walter Montillo será de la motores de Universidad de do- Habla el “Chupa” de Colo partida el domingo. Chile y Colo Colo, respectiva- mingo”, Retornado desde México Colo ante a “U” entre 1939 y 1944 los mente. llegó este semestre Nelson albos cosecharon 9 victorias y Es que a tres días del “Su- Pinto. Y con buen fútbol y “Será una perclásico”, sus protago- goles nuevamente se ganó el 3 empates. final para 8 nistas, los jugadores de corazón de la hinchada azul. lances sin saber ambos bandos, ya co - La última vez que Pinto de caídas fue la nosotros” mienzan a mostrarse los dientes. visitó el Monumental salió en una camilla tras recibir un mejor de Universidad de EL VOLANTE argentino “Es un partido tras- piedrazo. “Sólo quiero Chile. Entre SY LV I O GA R C Í A 1957 y 1960 los Walter Montillo reconoció cendental para noso - borrar ese recuerdo y el azules tuvieron un registro que será una “final” el pró- tros, sobre todo para domingo salir con un de 5 victorias y 3 empa- ximo “Superclásico” ante mí. Quizás no he ren- triunfo de allá”, dice el tes. Colo Colo, a disputarse el dido como muchos es- “Chupa”. domingo a las 16:00 horas en el Estadio Monumental, en alusión a la lucha por el “Chile 3”. peraban y si tengo un buen partido el domin- go seguramente revertiré todas las críticas”, asume “Llegamos muy bien. Quizás co- mo nunca an- tes: jugan- Fue 5-4 “Sabemos es que esta es el colombiano Torres. el marcador más abul- una final y no podemos “Ya creo que el período tado que recuerde un “Superclásico”. Ocurrió dejar la chance de volver a de adaptación pasó. Me en 1977 y el triunfo se lo meter el club a un torneo ha costado un poco am- llevó Colo Colo ante un internacional", admitió tras bientarme al país, al fút- Juntos pero no revueltos. Pinto y Torres ya viven el “Superclásico”. estadio Nacional repleto la práctica matinal en el bol de acá. Pero ya me he hasta las banderas. Caracol Azul. AGENCIAS Clásico en breve Vuelan las entradas: Un Monumental recién asegurado van 25 mil vendidas PIENSAN EN COPA CHILE No sólo en el “Superclásico” EL CLUB COLO COLO y las que acudan al coliseo de 30 minutos después del tér- están pensando en Univer- compañías Seguros Cruz del Pedreros tendrán un seguro mino del juego), al interior sidad de Chile. Los azules se EMOCIÓN EXTREMA ha cau- “Hay algunos trabajos en el Sur y American Assist han médico por accidentes y un de las instalaciones del esta- medirán esta noche (22 horas) sado el “Superclásico” del interior que estarían solucio- acordado un inédito conve- servicio de Asistencia Total, dio de Colo Colo. ante Santiago Wanderers, en fútbol chileno en los incon- nados. Las nio para que con la sola presentación de UPI Valparaíso, por la segunda dicionales de Colo Colo y puer tas se todas la per- la entrada el día del encuen- ronda de la Copa Chile. La Universidad de Chile. abrirán a sonas que tro. escuadra de Arturo Salah sal- Por ejemplo, los forofos las 11 de la asistan al Listos los asientos drá a la cancha con una forma- azules ya agotaron las 5.500 mañana”, Estadio ¿Qué es? Además, el club popular ción alternativa. entradas que la dirigencia de ex plicó Jo - Monumen- Se trata de un seguro de informó que la tribuna Rapa Blanco y Negro puso a la dis- sé Or tega, tal. Accidentes Personales, Plan Nui funcionará casi en su ASUME EL “RUSO” El argen- posición de la hinchada rival. jefe de Ca- Los días C, es decir, destinado a cubrir totalidad con nuevas butacas tino Héctor Adomaitis asumió Y no sólo eso, según el últi- rabine- en que el Ca- el reembolso de gastos médi- el “Superclásico” de este este ayer formalmente como ayu- mo informe entregado por la ros. cique jue- cos producidos por un acci- domingo. dante técnico de Marcelo dirigencia alba, hasta la tarde AGENCIAS gue como dente al interior del estadio Así en la tribuna más alta Barticciotto en Colo Colo. El ex de ayer ya se habían vendido local, los Monumental. Un recurso pio- del Estadio Monumental está volante del “Cacique” en los más de 25 mil entradas de las hinchas nero y único en Chile. casi terminado el recambio noventa llegó a acuerdo eco- 42 mil que se pusieron a dis- Este seguro cubre exclusi- total de las actuales butacas nómico con la dirigencia de posición de los fanáticos. vamente a los asistentes al que son reemplazadas por las Blanco y Negro, convirtién- En la jornada del miérco- estadio durante el horario que ya exhibe el resto del dose en el segundo entrena- les, también se realizó la ins- del partido (desde 30 minu- coliseo maculino. dor de los albos. AGENCIAS pección al Monumental. tos antes del inicio, y hastaSolution:EDITORIAL INTEGRATEDClient: Nokia NavigatorObjectiveMetro is the perfect vehicle for advertisers to reach their audiences. Many of the world’s leading brands are already using Metro asan effective answer to their marketing needs.ExecutionThe 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 directionsto other articles, supporting the map concept.ResultThe campaign clearly demonstrated to Metro readers the advantages of the Nokia 6210 handset’s map function. 63
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  • 64. Metro International S.A. 65