Metro company profile

&RPSDQ\ 3URéOH

OUR VISION

METRO COMMUNICATIONS is an energetic and progressive firm,

consistently adapting to the evolving demands of our clients. We deliver innovative integrated marketing solutions that articulate key messages and create an environment conducive to audience engagement.

OUR MISSION

METRO COMMUNICATIONS is an energetic and progressive firm, consistently adapting to the evolving demands of our clients. We deliver innovative integrated marketing solutions that articulate key messages and create an environment conducive to audience engagement.

WHO WE ARE?

METRO COMMUNICATIONS is an energetic and progressive firm, consistently adapting to the evolving demands of our clients. We deliver innovative integrated marketing solutions that articulate key messages and create an environment conducive to audience engagement.

VALUES

These Core Values are at the heart of everything that we do.

• Collaboration

• Creative Diversity

• Innovation

By embracing varying experiences and perspectives, we foster a culture of openness and creativity.

• Integrity Honesty and accountability guide our actions. No exceptions.

We encourage one another and work together to achieve our goals.

We adapt to change and thrive on forward-thinking.

• Exemplary Service We take pride in the work that we do. From minute details to the grand plan, we go the extra mile

R

ILI TI ES

PA B

CA

Ye s yo , yo uc ua St ou r e. an d o The ld p rin re ut Le ta fro ’s n p t’s ot m hin oste th he em gw r, lp ro prod as ng se yo uc s. wi uc th e 30 it, s re bu eco at ty n ee ou d a kn d sp xp ow ot er sa w ien ho nd e lse tell ce y . is do our au ing di th at enc eh ?E ve ow ry AM on e.

AZ IN G

OU

EXPERIENTIAL MARKETING • Brand Activations • Sponsorship Management • Live Events • Product Trial • In Store Experiences • Environments and Spaces • PR

With an evolving media landscape and a shift in audience behavior, broadcasting your message through traditional media doesn’t cut it anymore. Brands have to be innovative and unpredictable in their marketing efforts.

That is where we come in.

We are the leaders of experiential marketing, creating face-to- face, “buzzworthy” experiences, campaigns and brand activations. We build immersive experiences that engage consumers, create awareness and deliver lasting impressions.

BRAND STRATEGY

Strategy is the basis for a strong brand. We identify crucial touchpoints and align it with your strategic goals. We don’t believe in throwing everything and waiting to see what sticks. With rigorous research and insights--add to that our technical know-how and creative magic--we deliver strategic solutions that bring out the value of your brand in the market place.

• Brand Building • Brand Positioning • ROI Measurement • Creative Development

CONSUMER INSIGHTS

Smart business decision requires a thorough understanding of your audience. Their core values, habits, motivations and expectations determine their purchase decisions. Precisely understanding this insight and aligning with your strategy enhances the consumer experience and guides the success of your brand in the marketplace.

• Customer Analytics • Segmentation • Consultation

MEDIA STRATEGY

• Media Planning • Media Placement • Digital Marketing

We take time to understand your brand’s personality and marketing objectives. We identify your target audience and learn their habits, lifestyles and aspirations. Backed by research, we carefully plan and select the most effective media platform to achieve your goals.

Our media strategy involves 3 key areas: media buying, media placement and digital marketing.

Our established relationships with various media outlets including TV, radio, press, online,

social media and SMS gives us the ability to negotiate cost effective rates, while delivering an extraordinary level of service to our clients.

At Metro Communications, we provide digital and social marketing solutions to ensure that your brand stands strong against the test of globalization and digitalization. Our team who utilizes a multi-platform strategy to build creative and inspiring social media campaigns.

THE TEAM

SENIMUS ET LABOREPED eicil maximillabo. Tem faccabo. Ut inis explatatur sequatem facest, cum alis vernatur re nosa quia consequi cone que ipsus eniendia cus.

Dio volupta dolorem que esequuntur sim quodit aut ut moluptaerio moluptas reriber uptium que plibusandis quaturis con conserest vendaernam quam alibus aliquis samet illandelest quia se ni cusae demporum ex et harum, quatis ea dent ent, culluptiur?

SENIMUS ET LABOREPED eicil maximillabo. Tem faccabo. Ut inis explatatur sequatem facest, cum alis vernatur re nosa quia consequi cone que ipsus eniendia cus.

Dio volupta dolorem que esequuntur sim quodit aut ut moluptaerio moluptas reriber uptium que plibusandis quaturis con conserest vendaernam quam alibus aliquis samet illandelest quia se ni cusae demporum ex et harum, quatis ea dent ent, culluptiur?

SENIMUS ET LABOREPED eicil maximillabo. Tem faccabo. Ut inis explatatur sequatem facest, cum alis vernatur re nosa quia consequi cone que ipsus eniendia cus.

Dio volupta dolorem que esequuntur sim quodit aut ut moluptaerio moluptas reriber uptium que plibusandis quaturis con conserest vendaernam quam alibus aliquis samet illandelest quia se ni cusae demporum ex et harum, quatis ea dent ent, culluptiur?

SENIMUS ET LABOREPED eicil maximillabo. Tem faccabo. Ut inis explatatur sequatem facest, cum alis vernatur re nosa quia consequi cone que ipsus eniendia cus.

Dio volupta dolorem que esequuntur sim quodit aut ut moluptaerio moluptas reriber uptium que plibusandis quaturis con conserest vendaernam quam alibus aliquis samet illandelest quia se ni cusae demporum ex et harum, quatis ea dent ent, culluptiur?

SENIMUS ET LABOREPED eicil maximillabo. Tem faccabo. Ut inis explatatur sequatem facest, cum alis vernatur re nosa quia consequi cone que ipsus eniendia cus.

Dio volupta dolorem que esequuntur sim quodit aut ut moluptaerio moluptas reriber uptium que plibusandis quaturis con conserest vendaernam quam alibus aliquis samet illandelest quia se ni cusae demporum ex et harum, quatis ea dent ent, culluptiur?

SENIMUS ET LABOREPED eicil maximillabo. Tem faccabo. Ut inis explatatur sequatem facest, cum alis vernatur re nosa quia consequi cone que ipsus eniendia cus.

Dio volupta dolorem que esequuntur sim quodit aut ut moluptaerio moluptas reriber uptium que plibusandis quaturis con conserest vendaernam quam alibus aliquis samet illandelest quia se ni cusae demporum ex et harum, quatis ea dent ent, culluptiur?

THE METROLAB

PROCESS

There’s a method to the madness.

Client Brief: Nice to Meet You. Now, talk to us!

Align:

Let’s make sure we understood you clearly.

Brew: Research + Ideas

Create: Step 1+Step 2+ Step 3

Client Review: Did We Get it Right?

Approved!

Project Delivered

OUR

PORTFOLIO

EXPERIENTIAL MARKETING CAMPAIGNS

WALIA- NFT ACTIVATION IN BAHIR-DAR HEINEKEN BREWERIES S.C. JUNE 2015

After a successful launch of its newest brand ‘Walia’, Heineken paid 56 million ETB to sponsor the Ethiopian National Football Team under this flagship brand.

In line with its sponsorship, Walia Beer is launching a number of events around the National Team’s football season and Metro is entrusted to do these events. Metro handled all branding logistics of NFT vs.

Kenya and NFT vs. Lesotho, both games took place in Bahir Dar, Ethiopia.

As an ongoing engagement, Metro handles all activations around each game in partnership with EXP

WALIA FANS EXPEDITION TO SEYCHELLES

, am e T n all th a b i t oo st w F e al n nt it on ” co da s a n n a e rt n N row ell a o i h s c p c e ey hio r the ch r S t t l E e e ul no d th f he und t s p n of ag n “ a to m a b p a i t a ied ift sh red a e n g r T a y o n l ns eatu sta tbal ve omp i o a g f c o sp on nd d ac ing l Fo ’s i a t d i N a d lu KE am o an nal on pe , inc i E e t x t g io EIN he e lles n Na on ia lo rnat d i H t l e T c f de a i e a . h u o n t p a c . i a d e t W n ey ro the or .C hio tiv e I ia br op i S l t p p a S h E o p l e t d re th ith su in E ce he e B s Wa ro c ES t w o n I n h i t t n d ie a et ind iner nd ER er ee ne m to s, w M k a p w o l e t ar its ex EW laz adiu rline y th am h be n Ye t of b R e i a r t b c B ew firs by s, em ba s ian A ed d D mat 5 N N d 1 e n we hicle Aba hiop esig KE R 20 opian ,” the arter lifier e i E v e Et dis N MBE Ethi alia a ch qua od er 14 v I d t g m A n E o o i W l f r H EPTE the zo ip on CON nd tal o from ed f r’s u a a g r F r S G t d in Ye re . A to ners arte 7A m d “ und w 1 e o e e t 0 t h n s elc ecu gis rial k wi er, c py N ’ ro he 2 . e W d r i e ex at , too mlin Hap d t eam fed, pa n s ro m t e t t e e l e rie ded or Drea th ns o att tbal b M c e s d e n p t e e e r o a ex nity Fo s we a br ce t. Th clud i l l l . in ‘al ortu iona ner ali a po por m a d W r t n i e n p i t a A by of W Na op

l ne , n sy d ts . s r a so s r h a i h b so s, pe Add da inc and m re rd e a i E a M y e , o a h a ed rom lb les o pl tt rb l illa l i m a f e A D b r h ith ted et nd nd and yc nd w a a r e M a . o e ng es e S ion sc ele laita an l h lo e k m t a T p e o y a m es, er rs, all he ,M ra ,W t r p e g n m i a o m o irl on inn for ul pr ir D Goja A f d w e s h V e n r s d a , T v re s, pia cce we s. r , B ssie er d , s e a o e i t s n u s e i h ov nd as t, De hu uest hell bs ds Et y. a e w m n b o h a d c a e nd rs, w wit fro a, H Tw IP G Sey m th rte a e e t o o p e V k s i o m bab Ne d sp he m on spap ersh ca s an to T tran A s s m a e r ew artn for dis ne fro bus n ba was d n i a e p s A d h Ab eer ou The tere . W ing am , wit i s r c t d . a s a b elle clu es nt ed in v fo r h e h ali t e n e v i t c r r v , e W fu ey co dcas ide we es S i e t s n i e a e c w th io th ro ell le. at nt lled on b i h in d e t r c o ib nd l na fe ve ey m a f ss i a S r u m d o d t f e e o s th his p 22 that cc liciz es a d c c n et a u nd pub se k s a a o i a l as ign a Th iop to m ve w a h r t a n t s E p tic in eir ditio am s h i s c t e g ie lo xp his enc t e e h g e ag ll t Th akin a i a d t y m s me g ou l in tru iou r rry a a dv nc an art i p ge u h

WALIA T IF G R A E Y W E N Y HAPP A B A B A IS D D A IN 8 200 HEINEKEN BREWERIES S.C. WEEK OF SEPTEMBER 11, 2015

Metro worked closely with

Ababa were engaged in dance

HEINEKEN to establish Walia as

competi¬tions accompanied by

the official beer of the Ethiopian

‘Mob Dancers’ and were awarded

New Year. In the spirit of the

a free 4-pack of Walia beer as

celebration, we executed three

well as various POS Materials.

citywide activations, with an

During the holiday season,

estimated direct reach of more

Metro executed ‘Walia Market

than 10,000 over a four-day

Activation’ by targeting four

period. During the ‘Walia Street

different neighborhood markets

Activation,’ participants across

and presented families with

12 neighborhoods around Addis

their New Year’s gifts, which included various POS Materials and 4 packs of Walia beer. Metro recognizes the role of media outlets in reaching consumers.

Our ‘Walia Radio activation’ involved consumers calling in to stations and answering questions to win a crate of Walia beer, delivered to their doorstep by brand ambassadors.

2018 FIFA WORLD CUP QUALIFIER OCTOBER 2015

ETHIOPIA VS. SAO TOME E PRINCIPE

Metro conducted a stadium

activation hour. Brand visibility was

activation at Addis Ababa for the

maximized by using tear drops, branding

2018 FIFA World Cup Qualifier

on the tents and life size bottles. A

game between Ethiopia and Sao

runner banner with Walia branding was

Tome e Principe. Three activation

carried around the stadium, along

tents were strategically

with performance by a DJ and a

placed near the ticket counter

dance troupe. The VIP section was

queues in order to allow direct

provided with refreshment, along

engagements with the fans prior

with free cases of Walia Beer. The

to the game. Activation included

production team was on hand

Walia related Q&A, ball dribbling

throughout the activation to

and dance competitions which

capture the various activities.

were executed successfully.

Brand ambassadors divided in

Metro also handled the post-

the three engagement zones

match press conference

presented POSM (branded

between sports media and

vuvuzela, shirts, hats, umbrellas)

the Ethiopian Football

for the fans throughout the

Federation.

CECAFA SENIOR CHALLENGE CUP 2015 HEINEKEN BREWERIES S.C. NOVEMBER 2015

The 38th edition of the annual

(NFT), Walia Beer sponsored

CECAFA Cup was hosted in

activation events for the opening

Ethiopia from 21st November

and closing ceremony, as well as

to 5th December 2015.

subsequent games played by the

This international football

NFT.

agency skilfully activated events

tournament consisted of 12

Metro was tasked to execute

with entertainment, giveaways

participating countries with

an exciting and entertaining

and visible branding at all

fixtures being held in Addis

experiential engagement plan

venues. Further, leveraging Walia

Ababa, Hawassa and Bahir Dar.

during each match played by

Beer’s sponsorship platform,

As the main sponsor of the

the NFT. With National Pride as

Metro helped establish the

Ethiopian National Football Team

the focus of the campaign, the

Official Walia Fan Club.

HARAR BEER BARBERSHOP ACTIVATION

of reas a y e k s in 6 n, p o h paig rs e m b a r ec ba entiv rous v e n i m nu his . In t ting e e c g ing r n HEINEKEN BREWERIES S.C. a mot udie o a ign, t r t a p e p n rg NOVEMBER 2015 ussio e cam d. he ta c d t i n s i r a w d r o y Beer b a it r bf e c n a i u h r y t h a e a t H a el 5d h abou ived lient y are e z c e ha4 c z t d wit h e i e u t e r h w b t s d r o r a d d e a h n w w ge en Be be a ent a rons arar chos enga t o m t H a e d e r p t e n d i e c c w re te ya chan ops te ex n we ctiva ibilit a h a s a o i s i e r r t r v o o p e c a r f d Met vers ted to-o Barb rs to sure a n . o e n p a o i h d e c b l c p a a rti op ho he is Ab o pa ized ersh take ing t l h n s b e a r w y Add a u g e s r f o er dk nd ch b ops. and own h s gn a n ea gage s i p t i n a r o n i s e p r e h rs m s. the do we e cam arbe t mo pant assa bish h i i b r t b c i w u s t r g f m a r a re ee da ivin ell the p ts to ararb as w Bran d. Dr r n , H n o e r f a # a r m b b e re ion arar ated of el aptu cept n H c h e g t i e r o r s t h o d t n w de ps to a a gra rsho ,000 s e h 0 n t b 5 i r o B ba dw coup of ET ious lude r e c a z i n v r o d nc nd p visite paig m a gra m a a e c t . The ction p u o d h o s Pr h f eac o t n o in-fr

WALIA ETHIOPIAN CHRISTMAS GIFT JANUARY 4TH – 6TH 2016

HEINEKEN tasked the agency

sheep markets creating buzz

to come up with ways to excite

across the city.

and engage consumers for the Ethiopian Christmas using a

Visibility was achieved through

direct approach by giving out

brand ambassadors in Walia

Walia Bottles in 4-packs and

traditional dresses, as well as

crates as a Christmas gift.

tent brandings at activation sites and t-shirt giveaways.

Three methodologies were utilized to realize the aim of the activation: Radio Giveaways, Neighborhood Activations and Random drop-offs. Radio audience called and requested stations to send a Christmas 4 pack gift to their loved ones.

Mob dancers performed in 6 neighborhoods, inviting passersby to join in for a chance to win free 4 packs of Walia beer.

Brand ambassadors randomly gave away Christmas 4 pack gifts at targeted open markets and

A total of 54,240 bottles of Walia Beer was gifted throughout the 3 day period.

Tel: +251-116-620111/61 Mob: +251-940-434343 Fax: +251-116-620192 E-mail: hi@metroethiopia.com Š2016 Metro Communication PLC

www.metroethiopia.com