CONTENT METrO NOrdiC SwEdEN AB 2010

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2 CONTENT Metro nordic Sweden AB 2010

3 SWEDen CZECH rep. HUNGARY NETHERLANDS FINLAND CHILE USA OUR TARGET GROUP METRO LIFE PANEL METROPOLITAN LIFE STAGES ITALY GREECE CANADA DENMARK 1 FRANCE HONG KONG SOUTH KOREA 2 RUSSIA INTRODUCTION PORTUGAL MEXICO BRAZIL ECUADOR GLOBAL SALES ANNUAL GROWTH THE PRODUCT 3

4 1 introduction PRESENt time An advertisers objective with any advertising campaign is always to get as much bang for their buck as possible. What you have in your hand is a catalogue of the Metro countries BEST campaigns, all of which created lot of bang for our clients bucks. The Best of Metro catalogue aims to celebrate the contributions from clients, media and creative agencies around the world that challenged Metro to become more creative. We have learned from you that creative media solutions both entertain and engage our readers in a positive way, besides creating better results for your advertising campaigns is a special year for Metro. It is 15 years since we launched the first edition of Metro in Stockholm. Besides giving out daily news for free, Metro revolutionised the advertising industry by offering a brandnew way of communicating with young and urban people. Metro was the first newspaper to offer advertisers creative ad formats to increase reader impact. Best of Metro is also to celebrate 15 years of impactful advertising! We hope actually, we know! that the advertising industry will continue to challenge Metro with even more brave creative advertising ideas. So, dear clients, media and creative agencies, please see this catalogue as inspiration for your new future creative ideas, and don t forget to challenge us! THE BEGINNING Creative Regards Christian Quarles, Vice President, Global Marketing Director Luis Rebola, Global Marketing Director 4

5 THE FUTURE 5

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! Budapest Gothenburg Netherlands Helsinki Malmö Santiago Philadelphia Rome Toronto Milan Athens Montreal Boston Copenhagen Hungary nat. Paris Marseille Lyon Aarhus Hong Kong Seoul Busan Prague Stockholm

7 Moscow Quito Santos Guyaquil ABC Rio de Janeiro Campinas New York Sweden nat. Rotterdam Cote d Azur Bordeaux Toulouse Lille St Petersburg Lisbon Porto France west Strasbourg Amsterdam Florence Bologna Genoa Turin Vancouver Ottawa Mexico City Edmonton Calgary São Paulo Czech nat. Halifax Monterry 24timer (2 editions)

8 1 the product SOME THINGS ONLY THE WORLD S LARGEST GLOBAL NEWSPAPER CAN DO. While other media owners are closing foreign and domestic bureaus, reducing staff, increasing their reliance on wire and pool reporting, and generally tightening their belts, we do the opposite: invest in our product. Our strategy is to increase the quality of our newspapers with exclusive, unique content, revitalise our presentation and revolutionise our brand perception. How? We invest in Metro World News. Metro World News is now a functioning resource, employing 11 full-time writers, editors and designers, and exploiting the talents and contacts of more than 400 local journalists across four continents. Metro World News operates along two parallel tracks: the collection and distribution of exportable, locally generated content; and central production of original, exclusive content. This content is published in all Metros, and reaches 37 million readers every week. Exclusive interviews with film stars, celebrities, musicians; sitting down with heads of state and politicians in Metro World Leaders; in-depth reporting with Metro Focus; partnerships with global brands like CNN. Weekly sections: travel, fitness & wellbeing, style, eco-living, motoring and food. Global campaigns: Green Metro, Happy Metro, Cool Metro, Kids Metro, and many more! Partnerships: CNN, Getty Images, sharing of content between all local Metros across the global network. GREEN METRO We honor our heritage as a NEWSpaper We find the news angle in every story we are committed to newsiness. All of our pages focus on news, and we strive to make our stories original (written by our reporters); unique (different from the easily accessible wire services); relevant to our reader (we offer context and analysis); and THE story everyone talks about that day, on the train, around the office. We should be a need to read newspaper, not merely one that s nice to have around. Can the reader get this content anywhere else except Metro? NO! Over time, they will learn this, and it keeps them coming back for more So what is it that makes us different? Our editing we choose stories that our readers will find interesting, we present them in a way that they will respond to, we set ourselves apart from our competitors, both in print and online. EXCLUSIVE, ORIGINAL STORIES 8

9 ENGAGING PHOTO STORIES DEEPER ANALYSES ILLUSTRATIVE GRAPHICS EYE-CATCHING HEADLINES We introduced a new design and a new way of presenting news The new design is not just another set of fonts and colors. The layout is loaded with design tools analyses, graphics, photo stories, facts that push our journalists to give our readers a newspaper for today, not the news from last night. We are no longer a simple news summary, as our readers get that via their mobiles before they hit our Metro moment so we changed what that moment means. Now, we go behind and beyond the headlines. It s a different way of telling stories, it requires more news gathering and original reporting. It s a more sophisticated way of working, and our savvy demographic has responded in kind. Who we are and how we are structured Metro is a global newspaper; a quickly read news summary that carries the most important national, local and international news and the latest developments. Metro brings added value we are the newspaper of today, NOT last night. We go behind and beyond the headlines to keep our readers hungry for Metro! Metro is unbiased and neutral, but not scared to earnestly analyse news. Metro targets readers who are years old. Metro keeps readers interest levels high: lots of stories OR lots of ways of telling one in-depth story using our unique design & storytelling elements. Metro generally keeps its stories shorter than the average newspaper between words, with sidebars and graphics. Metro is upmarket, inspired and has IMPACT! 9

10 2 WE CALL THEM METROPOLITANS Metro readers are typically aged 18 to 40 years old, active, studying or employed full-time, predominantly in white-collar positions. They live in large metropolitan areas such as New York, Paris, Stockholm or Hong Kong. We call them the Metropolitans. Wilf Manoir, Global Research Director Metropolitans work hard and play hard They want get ahead in their career. Their social lives are hectic. They are time-poor. Metropolitans love the city in which they live and make the most of its cultural life, shopping and sports facilities. Metropolitans are full of paradoxes They keep fit but indulge in Chinese take-away. The game is not about how much money you have, but how you spend it. They combine a simple dress from Primark with the latest Jimmy Choo shoes. They will pay the price for the things they want, but they also value freebies and exclusivity being treated as a VIP at the opening of a hot new nightclub or at a Lady Gaga concert. Metropolitans are welleducated and well-travelled They have the big-city mentality and are always open to new experiences, which in turn feed their cultural tastes. They love the city so much that they indulge themselves in weekend city breaks in London, Barcelona or Prague. Metropolitans like to be kept well-informed They like to be ahead of the game, so they use a wide range of media. Collectively, their media consumption is pretty fragmented and they are hard to reach. Luckily for advertisers, they all read Metro which they value as a convenient, efficient way to stay informed, and which fits well into their busy urban lives. Everything happens faster and earlier in big cities Metropolitans tend to be early adopters and trendsetters, and hugely influenced by word-of-mouth. Love it or hate it, they will let their Facebook friends know or Tweet about it. Their world is in constant motion. Metropolitans are the first truly global target group No matter where they live or their precise demographics, Metropolitans across the world share a lifestyle and many psychographic characteristics. They consumer the same products, listen to the same music. Mankind created the city; the city is shaping the Metropolitan mindset. 10

11 Illustration: Cecilia Lundgren 11

12 2 WE CALL THEM METROPOLITANS Illustration: Cecilia Lundgren 12

13 67% of readers are aged 18 to 39 years old 15% are students 73% recycle as much as they can 73% enjoy living in their city 48% went to university 60% have a laptop 33% have kids 74% are employed Source: NRSs ( ), GMS 2008 (GfK), Metro Life Panel (2010) WANT TO LEARN MORE ABOUT METROPOLITANS? Metro Life Panel is a dedicated online research panel of 35,000 readers. Its purpose is to provide continuous insight and dialogue with Metropolitans : the young, active and affluent people living in one of the 100 major cities across the world in which Metro has a steady presence. The contributions of Metro Life Panel members are featured in the news and help the editorial teams to create a newspaper relevant to readers and in line with their interests. The panel also provides a robust research platform for advertisers to conduct ad-effectiveness surveys, strategic planning and consumer insight. The panel not only helps advertisers develop outstanding creative campaigns more effectively across multiple markets, but also to deliver them with a very short turnaround time. Metro Life Panel is currently available in ten Countries: Canada, Denmark, France, Greece, Hungary, Italy, Portugal, Sweden, The Netherlands and USA. 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 pleasure 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 anything edgy, the next new thing. She goes to summer music festivals such as Sonar, Roskilde or Glastonbury. She is flat-sharing with her best friends, which is fun and cost-effective. Her challenge is to make the most of her budget so she can afford the occasional luxury. SARAH AS A YUMMY URBAN MUMMY She now lives with Peter and their kids in a modern house in a cool suburb. It is sometimes hard to be urban parents but she is recharging her battery with all-inclusive family holidays in Majorca. She saves a lot of time by doing her shopping online. When she is in the city, she looks for cool stuff for her children, from brand-name prams and toys to video games, clothes, etc. Peter and Sarah are house-proud, so invest time and money in making their home nice and contemporary. They have a cool hybrid family car, but they are environmentally aware and make good use of public transport whenever they can. 15

16 2 REACH THE METROPOLITANS 16

17 Our readers ARE our strength! Metro s distribution structure aims to reach your perfect demographics on a daily basis METRO STRIVES TO PROVIDE A FRESH COPY AVAILABLE JUST BEFORE YOUR PERFECT COMMUTING READING MOMENT Always a step ahead! To better serve its readers, Metro regularly studies their habits. Our target groups can now find their favourite newspapers at the start of their journey or activities. Dentist waiting rooms, gyms, bakeries and coffee shops are just a few examples of the network we have built up to serve your customers. Thanks to its tailor-made distribution channels, Metro enjoys an average of 2.8 readers per copy. Metro s efficiency is continuing to grow at a fast pace. 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 Readership: 1,5 million. Contact: Solution: INTEGRATED Client: Metro On Stage 2010 Gala event in Stockholm Music competition for unsigned artists Objective The overall purpose of Metro On Stage is to meet Metro readers passion for music both for creating music and for listening to new sounds. Execution Main partner: Swebus, whose objective was to launch their new music strategy and promote their new name and branding Other partner: Apple Premium Reseller, whose objective was to drive sales through their stores Editorial: The competition was promoted with articles in Metro Marketing: Print, online, radio and TV ad campaign Campaign website: For participation and interactivity in the competition Viral activation: Links to Facebook, YouTube, MySpace, blog, etc. Gala event to announce the winner. By creating a recurrent concept that allows engagement and interaction, we can create loyalty among our readers in order to strengthen both the Metro brand and our partners brands. Media Agency... Creative Agency... MetroOnStage.com Promoting ad 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 Readership: Contact: 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 Format: Cover wrap Advertiser: Lidl Format: Island ad Advertiser: GE/GE Capital Format: Bespoke Format Advertiser: Tesco Format: Cut-out Advertiser: McDonalds Format: Bespoke Format Advertiser: 20th Century Fox/Fox Movies Format: Bespoke Format Advertiser: LG Electronics Format: Bespoke Format 23

24 3 HUNGARY Metro Hungary launched in Budapest in Readership: Contact: 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 Format: Bespoke format Advertiser: Budapest Bank Format: Onsert (I HUF-coin) Advertiser: Milka Format: Sampling and special package of Metro Advertiser: Walt Disney Format: Cut-out Advertiser: Toyota Format: Bespoke format Advertiser: Danone Format: L-shaped ad Advertiser: H&M Format: Cover wrap other Advertiser: Novartis Format: Bespoke format Advertiser: Unilever Format: Cut-out 25

26 3 NETHERLANDS Metro Holland launched in Readership: Contact: 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 Format: Butterfly wrap Advertiser: Warner Bros Format: Cut-out Advertiser: Unive, VGZ, IZA & Trias Format: Cover wrap + onsert Advertiser: Burger King Format: Island ad Advertiser: Dreamworks Format: Cut-out Advertiser: Transivia Format: Bespoke format Advertiser: Universal Pictures Format: Cut-out 27

28 3 finland Metro Finland launched in Helsinki in Readership: Contact: 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 Format: L-shaped ad Advertiser: Nokia Format: Cut-out Advertiser: Tector Format: Island ad Advertiser: Unibet Format: Cut-out Advertiser: Fazer Format: Glossy wrap Advertiser: Hartwall Format: Cover wrap 29

30 3 CHILE Publimetro Chile launched in Santiago in Readership: Contact: 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 Format: Bespoke Format Advertiser: Banco Santander Format: Bespoke Format Advertiser: Unilever Format: Cover wrap other Advertiser: Soprole Format: Bespoke format Advertiser: Banco Santander Format: Cut-out Advertiser: Telefonica/02 Format: Bespoke format Advertiser: Telefonica/02 Format: Full Page 31

32 3 USA Metro USA launched 2000 and is the 4th largest newspaper in the United States with a readership of Contact: Solution: INTEGRATED Client: Miami Preview to Fashion Week special edition and Miami campaign. Cover wrap Dressed up models Miami and New York Fashion Week Campaign Objective To stimulate awareness of Miami as a destination among style-savvy New York Fashion Week attendees. Flyer for sampling. Hotel Nash South Beach weekend getaway contest campaign. 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 Solution: STRATEGIC ADVERTISING Client: Stella McCartney Models dressed in custom Stella McCartney wraps and accessories distributing brochures of her latest collection at Mercedes Benz Fashion Week Solution: SAMPLING Client: Swarovski Models dressed in custom Swarovski crystal blazers distributing brooklets in Soho and the West Village, NYC 33

34 3 ITALY Metro Italy launched in Rome and Milan in Readership: Contact: 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 Format: Bespoke format Advertiser: Warner Bros Format: Bespoke format Advertiser: Longoni sport Format: Cut-out Advertiser: Barilla Format: Cut-out Advertiser: Coca Cola Format: Cut-out Advertiser: Sony Pictures Format: Front page banner Advertiser: Moviemax Format: Pyramide Advertiser: Jack Daniel s Format: Cut-out 35

36 3 GREECE Metro Greece launched in Athens in Readership: Contact: 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 Format: Cut-out Advertiser: Alpha Bank Format: Onsert Advertiser: Kraft Foods Format: Bespoke format Advertiser: Nestlé Format: Bespoke format Advertiser: Skoda Format: Bespoke format Advertiser: Swatch Format: Cut-out Advertiser:Unilever/Knorr Format: Bespoke format 37

38 3 CANADA (E) Metro Canada (English) launched in Toronto in Readership: Contact: 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 Format: Bespoke format Advertiser: Bell Format: T-shaped ad Advertiser: Diageo Format: Bespoke format Advertiser: Swiffer Format: Bespoke format Advertiser: H&M Format: Bespoke format Advertiser: P&G Format: Cut-out Advertiser: Volkswagen/Audi Format: Cut-out 39

40 3 CANADA (F) Metro Canada (French) launched in Montreal in Readership: Contact: Solution: INTEGRATED Client: Loto Québec/Mise-O-Jeu Objective To launch the new sports lottery product Mise-O-Jeu. Metro promoters were dressed in Mise-O-Jeu colours and accompanied by a Zamboni ice resurfacer. The campaign dominated that day s Metro, including a cover wrap and an editorial page in the sport section that had been erased by a Zamboni (the unerased page was printed overleaf). A media first in Canada, it won the Prix Média 2006 (Québec). Execution Cover wrap, creative cut-out in sports editorial and special distribution, with the slogan: Make way for hockey! Bet on hockey games through Mise-O-Jeu and Pronostik. Advertising Agency Touché!PHD 40

41 Advertiser: Dreamworks Format: Bespoke format Advertiser: Banque Nationale Format: L-shaped ad on the front page combined with back cover Advertiser: Lasik MD Format: L-shaped ad Advertiser: Sears Format: Triangle ad Advertiser: HP Format: Bespoke format Advertiser: Ubisoft Format: Cut-out Advertiser: Walmart Format: Cut-out 41

42 3 Denmark MetroXpress Denmark launched in Copenhagen in Readership: * Contact: Solution: STORYTELLING Client: EA Games Objective To launch The Sims 2 and tell young adults about the game s new features. Execution The solution was to create a Sims 2 daily as a cover wrap around metroxpress. It was designed as a real newspaper, complete with a lead story, feature stories and small back-page stories. Cartoons, cut-outs and small stories were found in the real paper. Cover wrap (created as a newspaper) and smaller ads inside, with stories about the characters from the Sims game Cut-out ads with the characters. Agency Mediabroker *Gallup Index Denmark 1H

43 Advertiser: Kellogs Format: Integrated Advertiser: Nestlé Format: Onsert and sampling Advertiser: H&M Format: Glossy wrap Advertiser: Egmont Format: Double Triangle 43

44 3 FRANCE Metro France in Paris and Marseille in Readership: Contact: Solution: INTEGRATED Client: Philips Consumer Lifestyle Objective To promote the launch of Philips Cinema 21.0 at Festival de Cannes 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 Format: Cut-out Advertiser: Orange/France Telecom Format: Cut-out Advertiser: Dreamworks Format: Cut-out Advertiser: Swatch Format: Cut-out 45

46 3 hong kong Metro Hong Kong launched in Hong Kong in Readership: Contact: 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 Readership: 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 Readership: Contact: 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 Format: Cut-out Advertiser: Auchan Format: Cut-out Advertiser: Mastercard Format: Junior page Advertiser: Walt Disney Format: Cover wrap 51

52 3 portugal Metro Portugal launched in Lisbon and in Porto in Readership: Contact: Solution: PERFUMED PAPER Client: Unilever/Comfort Puppet distributors Scented paper Objective To promote Comfort s new concentrated formula, with smaller packaging and a new fragrance. Execution The newspaper was folded in two, smaller than usual, but opened out to be BIGGER than normal, as it was printed in berliner format. It was also scented, to promote the new fragrance of the fabric softener, and Comfort ads dominated. Testimonial from Brand Manager Rui Silva: In just a few days, we sold all of our stock in the main hypermarkets. Media agency Brand Connection 52

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 Four years later, Lisbon citizens still recall encountering the promotion at the city s traffic lights. 53

54 3 MEXICO Publimetro Mexico launched in Mexico City in Readership: Contact: 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

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