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Best of Metro
CONTENT




METrO INTErNaTIONal S.a
PrOduCT MaNagEr Colette Morin
graPhIC PrOduCTION Johanna Runebjörk
SWEdEN

CZECh rEP.
               Our TargET grOuP
huNgarY

NEThErlaNdS    METrO lIFE PaNEl

FINlaNd
               METrOPOlITaN
ChIlE
               lIFE STagES
uSa



ITalY

grEECE

CaNada
                 1
dENMarK

FraNCE


                                    2
hONg KONg

SOuTh KOrEa

ruSSIa               INTrOduCTION

POrTugal

MEXICO               aNNual grOWTh

BraZIl
                     ThE PrOduCT
ECuadOr
glOBal SalES

                           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 Director




4
THE FUTURE




             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        2003
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          Turin
Sweden nat.     Vancouver
 Rotterdam        Ottawa
Cote d’Azur
 Bordeaux
  Toulouse
    Lille




    2004        2005           2006              2007              2008        2009      2010
                                                                                                       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 accessible


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
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
11
Illustration: Cecilia Lundgren
2 WE cALL THEM METROpOLITANS




                                    Illustration: Cecilia Lundgren




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 CaN



15% 60%
      arE STudENTS
                                                                                                  arE EMPlOYEd

                                                            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 on-                          relevant to readers and in line with       a very short turnaround time. Metro
line research panel of 35,000 readers.                       their interests. The panel also provides   Life Panel is currently available in ten
Its 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 Metro
has a steady presence. The contribu-                         The panel not only helps advertisers
tions of Metro Life Panel members                            develop outstanding creative cam-
are featured in the news and help the                        paigns more effectively across multiple
editorial teams to create a newspaper                        markets, but also to deliver them with           www.metrolifepanel.com


                                                                                                                                                   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
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 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-inclu-
sive” 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.
                                                                                    15
2 REAcH THE METROpOLITANS




16
Our readerS are
                                          Our STreNgTH!

   MeTrO’S dISTrIBuTION                                         MeTrO STrIVeS TO PrOVIde a
 STruCTure aIMS TO reaCH                                        FreSH COPY aVaILaBLe JuST
YOur 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
SWEdEN

     CZECh rEP.

     huNgarY

     NEThErlaNdS

     FINlaNd

     ChIlE

     uSa

     ITalY

     grEECE

     CaNada

     dENMarK

     FraNCE

     hONg KONg

     SOuTh KOrEa

     ruSSIa

     POrTugal

     MEXICO

     BraZIl

     ECuadOr

     glOBal SalES




18
Preview to Fashion Week special edition
and Miami campaign.




                                          3

                                              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
Advertiser: Nordisk Film
  Format: L-shape front ad back cover + broadsheet format




  Solution:

 INTEGRATED
  Client: Nike




Cover wrap                                                     Nike dressed distributers                       Editorial coverage




Metrobloggen.se as landing page            Radio interview with Ara and Agnes              In-store campaign       Club Metro offer




                                                                                                                                      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 GGK




22
Advertiser: Gambrinus                     Advertiser: Lidl             Advertiser: GE/GE Capital
Format: Cover wrap                        Format: Island ad            Format: Bespoke Format




Advertiser: Tesco                         Advertiser: McDonalds
Format: Cut-out                           Format: Bespoke Format




Advertiser: 20th Century Fox/Fox Movies   Advertiser: LG Electronics
Format: Bespoke Format                    Format: Bespoke Format




                                                                                                   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 International




24
Advertiser: Vodafone      Advertiser: Budapest Bank          Advertiser: Milka
Format: Bespoke format    Format: Onsert (I HUF-coin)        Format: Sampling and special package of Metro




Advertiser: Walt Disney   Advertiser: Toyota            Advertiser: Danone                         Advertiser: H&M
Format: Cut-out           Format: Bespoke format        Format: L-shaped ad                        Format: Cover wrap other




Advertiser: Novartis                                    Advertiser: Unilever
Format: Bespoke format                                  Format: Cut-out




                                                                                                                              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 Vogelfrei




26
Advertiser: Peugeot Nederland BV                                        Advertiser: Warner Bros
Format: Butterfly wrap                                                  Format: Cut-out




                   Advertiser: Unive, VGZ, IZA & Trias
                   Format: Cover wrap + onsert




Advertiser: Burger King                        Advertiser: Dreamworks   Advertiser: Transivia     Advertiser: Universal Pictures
Format: Island ad                              Format: Cut-out          Format: Bespoke format    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




28
Advertiser: EasyJet.com
Format: Belly band + A4 insert + Skyboxes + Banner + Distributors




Advertiser: Sony Playstation                  Advertiser: Nokia      Advertiser: Tector    Advertiser: Unibet
Format: L-shaped ad                           Format: Cut-out        Format: Island ad     Format: Cut-out




Advertiser: Fazer                                                   Advertiser: Hartwall
Format: Glossy wrap                                                 Format: Cover wrap




                                                                                                                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 Movistar




30
Advertiser: Transbank                                     Advertiser: Banco Santander
Format: Bespoke Format                                    Format: Bespoke Format




Advertiser: Unilever          Advertiser: Soprole
Format: Cover wrap other      Format: Bespoke format




Advertiser: Banco Santander   Advertiser: Telefonica/02   Advertiser: Telefonica/02
Format: Cut-out               Format: Bespoke format      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: 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
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 McCartney




Models dressed in custom Swarovski crystal blazers distributing brooklets in Soho and the West Village, NYC




    Solution:
   SAMPLING
    Client: Swarovski
                                                                                                                                                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
Advertiser: Movimax                                Advertiser: Warner Bros
Format: Bespoke format                             Format: Bespoke format




Advertiser: Longoni sport   Advertiser: Barilla                              Advertiser: Coca Cola
Format: Cut-out             Format: Cut-out                                  Format: Cut-out




Advertiser: Sony Pictures   Advertiser: Moviemax                             Advertiser: Jack Daniel’s
Format: Front page banner   Format: Pyramide                                 Format: Cut-out




                                                                                                         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 Creative




36
Advertiser: Henkel                                 Advertiser: Alpha Bank
Format: Cut-out                                    Format: Onsert




Advertiser: Kraft Foods   Advertiser: Nestlé
Format: Bespoke format    Format: Bespoke format




Advertiser: Skoda         Advertiser: Swatch                     Advertiser:Unilever/Knorr
Format: Bespoke format    Format: Cut-out                        Format: Bespoke format




                                                                                             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 Taxi




38
Advertiser: American Express         Advertiser: Bell
Format: Bespoke format               Format: T-shaped ad




Advertiser: Diageo                 Advertiser: Swiffer
Format: Bespoke format             Format: Bespoke format




Advertiser: H&M                Advertiser: P&G              Advertiser: Volkswagen/Audi
Format: Bespoke format         Format: Cut-out              Format: Cut-out




                                                                                          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!PHD




40
Advertiser: Dreamworks                         Advertiser: Banque Nationale
Format: Bespoke format                         Format: L-shaped ad on the front page combined with back cover




Advertiser: Lasik MD     Advertiser: Sears     Advertiser: HP
Format: L-shaped ad      Format: Triangle ad   Format: Bespoke format




Advertiser: Ubisoft                               Advertiser: Walmart
Format: Cut-out                                   Format: Cut-out




                                                                                                                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. 2010




42
Advertiser: Kellogs
        Format: Integrated




        Advertiser: Nestlé
        Format: Onsert and sampling




Advertiser: H&M                       Advertiser: Egmont
Format: Glossy wrap                   Format: Double Triangle




                                                                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 Carat




44
Advertiser: H&M
Format: Butterfly cover wrap




Advertiser: Electronic Arts    Advertiser: Orange/France Telecom
Format: Cut-out                Format: Cut-out




Advertiser: Dreamworks             Advertiser: Swatch
Format: Cut-out                    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




46
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.




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 page




Advertiser: Walt Disney
Format: Cover wrap




                                                                                                               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 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




                                                                                                                      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                Advertiser: Seat
Format: Cover Wrap                Format: Island ad




Advertiser: Estee Lauder   Advertiser: Samsung Group
Format: Bespoke format     Format: Bespoke format




Advertiser: P&G                                        Advertiser: 20th Century Fox
Format: Bespoke format                                 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                          Advertiser: Quaker   Advertiser: Whiskas                   Advertiser: Visão Laser
Format: Cover wrap                         Format: Cover wrap   Format: Cover wrap                    Format: Cover wrap




Advertiser: Ambev                                                                     Advertiser: McDonalds
Format: Double page spread + Cover 1/4 page banner                                    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 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
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 high-
end 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.                                           HP
Result
This campaign won the M&M 2008 award for “Best Contribution by
                                                                                                      WINNER
                                                                                                     2008 M&M awards
a 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
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”                                                                                                                                                                  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 hasta




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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Metro International S.A.


                           65

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Best of Metro

  • 2. CONTENT METrO INTErNaTIONal S.a PrOduCT MaNagEr Colette Morin graPhIC PrOduCTION Johanna Runebjörk
  • 3. SWEdEN CZECh rEP. Our TargET grOuP huNgarY NEThErlaNdS METrO lIFE PaNEl FINlaNd METrOPOlITaN ChIlE lIFE STagES uSa ITalY grEECE CaNada 1 dENMarK FraNCE 2 hONg KONg SOuTh KOrEa ruSSIa INTrOduCTION POrTugal MEXICO aNNual grOWTh BraZIl ThE PrOduCT ECuadOr glOBal SalES 3
  • 4. 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 Director 4
  • 6. 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 2003 6
  • 7. 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 Turin Sweden nat. Vancouver Rotterdam Ottawa Cote d’Azur Bordeaux Toulouse Lille 2004 2005 2006 2007 2008 2009 2010 7
  • 8. 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 accessible 8
  • 9. 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
  • 10. 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
  • 12. 2 WE cALL THEM METROpOLITANS Illustration: Cecilia Lundgren 12
  • 13. 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 CaN 15% 60% arE STudENTS arE EMPlOYEd 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 on- relevant to readers and in line with a very short turnaround time. Metro line research panel of 35,000 readers. their interests. The panel also provides Life Panel is currently available in ten Its 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 Metro has a steady presence. The contribu- The panel not only helps advertisers tions of Metro Life Panel members develop outstanding creative cam- are featured in the news and help the paigns more effectively across multiple editorial teams to create a newspaper markets, but also to deliver them with www.metrolifepanel.com 13
  • 14. 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
  • 15. 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 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-inclu- sive” 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. 15
  • 16. 2 REAcH THE METROpOLITANS 16
  • 17. Our readerS are Our STreNgTH! MeTrO’S dISTrIBuTION MeTrO STrIVeS TO PrOVIde a STruCTure aIMS TO reaCH FreSH COPY aVaILaBLe JuST YOur 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
  • 18. SWEdEN CZECh rEP. huNgarY NEThErlaNdS FINlaNd ChIlE uSa ITalY grEECE CaNada dENMarK FraNCE hONg KONg SOuTh KOrEa ruSSIa POrTugal MEXICO BraZIl ECuadOr glOBal SalES 18
  • 19. Preview to Fashion Week special edition and Miami campaign. 3 19
  • 20. 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
  • 21. Advertiser: Nordisk Film Format: L-shape front ad back cover + broadsheet format Solution: INTEGRATED Client: Nike Cover wrap Nike dressed distributers Editorial coverage Metrobloggen.se as landing page Radio interview with Ara and Agnes In-store campaign Club Metro offer 21
  • 22. 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 22
  • 23. Advertiser: Gambrinus Advertiser: Lidl Advertiser: GE/GE Capital Format: Cover wrap Format: Island ad Format: Bespoke Format Advertiser: Tesco Advertiser: McDonalds Format: Cut-out Format: Bespoke Format Advertiser: 20th Century Fox/Fox Movies Advertiser: LG Electronics Format: Bespoke Format Format: Bespoke Format 23
  • 24. 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 24
  • 25. Advertiser: Vodafone Advertiser: Budapest Bank Advertiser: Milka Format: Bespoke format Format: Onsert (I HUF-coin) Format: Sampling and special package of Metro Advertiser: Walt Disney Advertiser: Toyota Advertiser: Danone Advertiser: H&M Format: Cut-out Format: Bespoke format Format: L-shaped ad Format: Cover wrap other Advertiser: Novartis Advertiser: Unilever Format: Bespoke format Format: Cut-out 25
  • 26. 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 26
  • 27. Advertiser: Peugeot Nederland BV Advertiser: Warner Bros Format: Butterfly wrap Format: Cut-out Advertiser: Unive, VGZ, IZA & Trias Format: Cover wrap + onsert Advertiser: Burger King Advertiser: Dreamworks Advertiser: Transivia Advertiser: Universal Pictures Format: Island ad Format: Cut-out Format: Bespoke format Format: Cut-out 27
  • 28. 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 28
  • 29. Advertiser: EasyJet.com Format: Belly band + A4 insert + Skyboxes + Banner + Distributors Advertiser: Sony Playstation Advertiser: Nokia Advertiser: Tector Advertiser: Unibet Format: L-shaped ad Format: Cut-out Format: Island ad Format: Cut-out Advertiser: Fazer Advertiser: Hartwall Format: Glossy wrap Format: Cover wrap 29
  • 30. 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 30
  • 31. Advertiser: Transbank Advertiser: Banco Santander Format: Bespoke Format Format: Bespoke Format Advertiser: Unilever Advertiser: Soprole Format: Cover wrap other Format: Bespoke format Advertiser: Banco Santander Advertiser: Telefonica/02 Advertiser: Telefonica/02 Format: Cut-out Format: Bespoke format Format: Full Page 31
  • 32. 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
  • 33. 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 McCartney Models dressed in custom Swarovski crystal blazers distributing brooklets in Soho and the West Village, NYC Solution: SAMPLING Client: Swarovski 33
  • 34. 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
  • 35. Advertiser: Movimax Advertiser: Warner Bros Format: Bespoke format Format: Bespoke format Advertiser: Longoni sport Advertiser: Barilla Advertiser: Coca Cola Format: Cut-out Format: Cut-out Format: Cut-out Advertiser: Sony Pictures Advertiser: Moviemax Advertiser: Jack Daniel’s Format: Front page banner Format: Pyramide Format: Cut-out 35
  • 36. 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 36
  • 37. Advertiser: Henkel Advertiser: Alpha Bank Format: Cut-out Format: Onsert Advertiser: Kraft Foods Advertiser: Nestlé Format: Bespoke format Format: Bespoke format Advertiser: Skoda Advertiser: Swatch Advertiser:Unilever/Knorr Format: Bespoke format Format: Cut-out Format: Bespoke format 37
  • 38. 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 Taxi 38
  • 39. Advertiser: American Express Advertiser: Bell Format: Bespoke format Format: T-shaped ad Advertiser: Diageo Advertiser: Swiffer Format: Bespoke format Format: Bespoke format Advertiser: H&M Advertiser: P&G Advertiser: Volkswagen/Audi Format: Bespoke format Format: Cut-out Format: Cut-out 39
  • 40. 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!PHD 40
  • 41. Advertiser: Dreamworks Advertiser: Banque Nationale Format: Bespoke format Format: L-shaped ad on the front page combined with back cover Advertiser: Lasik MD Advertiser: Sears Advertiser: HP Format: L-shaped ad Format: Triangle ad Format: Bespoke format Advertiser: Ubisoft Advertiser: Walmart Format: Cut-out Format: Cut-out 41
  • 42. 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. 2010 42
  • 43. Advertiser: Kellogs Format: Integrated Advertiser: Nestlé Format: Onsert and sampling Advertiser: H&M Advertiser: Egmont Format: Glossy wrap Format: Double Triangle 43
  • 44. 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 44
  • 45. Advertiser: H&M Format: Butterfly cover wrap Advertiser: Electronic Arts Advertiser: Orange/France Telecom Format: Cut-out Format: Cut-out Advertiser: Dreamworks Advertiser: Swatch Format: Cut-out Format: Cut-out 45
  • 46. 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 46
  • 47. Advertiser: Nokia Format: Mini dominator Advertiser: Citigold Format: Bespoke format 47
  • 48. 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. 49
  • 50. 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
  • 51. 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 page Advertiser: Walt Disney Format: Cover wrap 51
  • 52. 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 Connection 52
  • 53. 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 53
  • 54. 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
  • 55. Advertiser: Diageo Advertiser: Seat Format: Cover Wrap Format: Island ad Advertiser: Estee Lauder Advertiser: Samsung Group Format: Bespoke format Format: Bespoke format Advertiser: P&G Advertiser: 20th Century Fox Format: Bespoke format Format: Cut-out 55
  • 56. 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
  • 57. Advertiser: Itaú Format: Integrated Advertiser: Yahoo Advertiser: Quaker Advertiser: Whiskas Advertiser: Visão Laser Format: Cover wrap Format: Cover wrap Format: Cover wrap Format: Cover wrap Advertiser: Ambev Advertiser: McDonalds Format: Double page spread + Cover 1/4 page banner Format: / page and watermark 57
  • 58. 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
  • 59. 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 high- end 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
  • 60. 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
  • 61. 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. HP Result This campaign won the M&M 2008 award for “Best Contribution by WINNER 2008 M&M awards a 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
  • 62. 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
  • 63. 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 hasta 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. 63
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