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
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
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
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
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
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
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