Best of Metro 2011

The best cases in Metro August 2010–August 2011

CONTENTS FACTS & FIGURES 4 THE METROPOLITANS 6 THE METROPOLITAN PANEL 8 LADY GAGA 10 BEST OF METRO 12 FRONT COVER 14 L- & ”U”-SHAPED 16 COVER WRAP 18 ONSERT/BELLY BAND 22 CREATIVE FORMAT 24 CUTOUT 28 INTEGRATED 30 INSERTS & SPECIAL ISSUES 40

2

3

Fact & figures

CIRCULATION & READERSHIP SWEDEN

FINLAND

1.5M UK*

3.3M CANADA

1.4M

279K

IRELAND*

162K

DENMARK

702K

THE NETHERLANDS

1.7M

RUSSIA

USA

1.2M

1.6M

POLAND*

1M

CZECH REPUBLIC

372K

MEXICO

HONG KONG

734K

HUNGARY

653K

380K

SOUTH KOREA

713K

BRAZIL

635K

BELGIUM*

GUATEMALA New!

120K CHILE

ECUADOR

141K

1M

PORTUGAL

390K

FRANCE

2.4M SPAIN*

2.2M

ITALY

1.5K GREECE

359K

369K

24.8 million daily readers

25

countries around the world

200+ cities

101 editions every day

Source: Readership: NRSs (2009-11) except new editions in Latin America: estimates; total includes 24 timer (DK) unduplicated (03/08/2011). * Commercial partners.

4

5

Cut, Buy & B

eautify

Our target audience...

THE METROPOLITANS

31%

25%

of men wo

uld conside r hair transplantat ion.

Man made the city, but now the city is shaping man. Rapid urbanization, in conjunction with the effects of globalization gives rise to a global class of citizens who share a mindset and a set of values related to urban living. We call this the Metropolitan mindset.

Nip and Tuc

in order to better connect with this increasingly influential global target group. It combines survey, analysis and illustrations with infographics and expert interviews – with philosopher Alain de Botton, Michelin-starred chef Ferran Adrià, head of Greenpeace International Kumi Naidoo, Vice President of Wordpress-owner Automattic Paul Kim, among others.

Created by Metro International, the world’s largest urban newspaper, and the business intelligence firm United Minds, the Metropolitan Report is based on 15,000 interviews conducted in 30 cities across the world. We asked about everything from plastic surgery and casual sex to freedom of expression and social media habits.

of women would consider bo tox injectio ns

men would consider plastic su rgery, compa red to 21% of m en.

.

8% are very satisfied wit h their bodies .

Based on over 15,000 online interviews, the survey was conducted between January 18th and February 22nd 2011 by the Metropolitan Panel team. The sample was drawn from the Metropolitan Panel and access panels from leading international sample suppliers.

The Metropolitan Report offers invaluable insights into the minds and lifestyles of city dwellers at the beginning of the 21st century. It aims to help local and global marketers, employers and public officials to better understand the mind and lifestyle of Metropolitans

k

38% of wo

14%

The results are representative of the online population aged 18 to 49 years old working or studying in 30 cities across 6 continents:

have tattoo

s.

Stockholm St. Petersburg Copenhagen Montreal Toronto

London Amsterdam

New York City

Paris Milan Barcelona Lisbon Madrid

Mexico City

Moscow

Berlin Prague Budapest

Beijing

Rome Athens

Seoul

Tokyo

Hong Kong Mumbai

São Paolo Santiago

Cape Town

Sydney

34%

The Metropolitan Report is organized around four themes

Ecosumers

47% avoid products th at are not environ mentally fr iendly.

And 42% ar e willing to pay more for en vironmenta lly friendly pro ducts.

To learn more about sponsoring and insight opportunities with the Metropolitan Survey contact: Wilf Maunoir, Global Research Director wilf.maunoir@metro.lu | T: +46 (0)8 120 57025 | M: +46(0)70 415 95 25

6

Tattooed Cit

1. Stockholm

2. Copenhag

3. Sydney

en

ies

go shoppin

Plastic Citie

g at least o

1. Seoul

2. São Paulo

3. New York

s

Shopaholic

1. Beijing

2. Moscow

Cities

nce a week.

Fashion Fata

59% of wo

les

men are in terested in fashion, compared to 37% among men .

From the chapter PLAY in the Metropolitan Report #1

3. Tokyo

7

How to get to know the Metropolitans

UsING the Metropolitan Panel!

The Metropolitan Panel is a dedicated online market research panel that aims to investigate the mindset and lifestyles of these young, active and affluent people living in the most exciting cities around the world – the Metropolitans.

The Metropolitan Panel follows the rules stipulated by ESOMAR, which aims to promote the value of market and opinion research, and seeks to encourage high technical standards and professional conduct, as well as codes of ethical practice and professional standards.

Metropolitans are kept highly engaged (Avg. 50% response rate!) not only through physical incentives, but also by having the opportunity to contribute to and evaluate ad campaigns or gather in focus groups to discuss specific themes.

At the time of printing, the Metropolitan Panel exists in 14 countries and has a total of nearly 20,000 members:

The Metropolitan Panel:

60%

of Metropolitans have been to a concert in the last year.

Source: Metropolitan Panel 2011

is a cost cost-effective way to gain insights into Metropolitans’ lifestyles, habits and affinities

provides accountability through advertising effectiveness and recall measurement

allows campaigns to be tested prior to launch and to be adepted to their targets

opens up a communication channel to an attractive audience that will deliver valuable market insight about products, services or consumer provides habits feedback on media investments

works with a very flexible turnaround time – on average it takes a maximum of 1 month from design to data collection/ reporting

For more information about the Metropolitan Panel contact: Eduarda Taveira, Head of Consumer Insight eduarda.taveira@metro.lu | T: +46 (0)8 120 57027 | M: +46(0)70 415 95 27

8

9

LADY GAGA: GLOBAL GUEST EDITOR Metro takes its branding strategy – “Do things only the world’s largest newspaper can do” – to heart, inviting the world’s biggest pop star to its London offices. On May 17, she put on her editing hat and went to work.

What was it like, working with Lady Gaga’s people?

Quarles: I must say they were very professional and fun to work with.

How did you promote the May 17th event?

Quarles: We divided the collaboration in three phases: 1. Global competition to become Lady Gaga’s assistant in our London office on May 16th, the day before the big day, with an extensive global microsite promoted with TV and radio spots, print ads, banners/ online, social media, guerilla marketing and a PR package adapted to 20 markets. Metro’s central news desk produced a number of different articles about Gaga and the competition.

2. Global advertising campaign for the global Lady Gaga edition on May 17th, with the same media mix as for the competition, as well as a countdown on the front cover.

3. To maximize attention on May 17th, we launched a huge, global street campaign with more than 3,000 street promoters, most of whom were dressed like Lady Gaga. Reuters was our media partner, helping us spread the news about Lady Gaga as Metro’s global guest editor.

LADY GAGA IN THE LONDON METRO OFFICE

• a personal letter to Metro’s readers • Lady Gaga’s assistant and finalists’ stories: Why they were born this way.

• a story on gay rights around the world • a one-on-one interview • a global survey about Lady Gaga’s music and message • questions from readers • interview with Lady Gaga’s designer, Nicola Formichetti.

She chose not to comment on world news events.

What was the reaction?

Quarles: Huge! We have never experienced anything like it. The collaboration surpassed all our expectations. The engagement and appreciation from our readers was extremely positive on all markets.

The response from other media was massive. All larger media in the world covered the story – TV and radio stations and newspapers. The impact in social media was also big, of course, especially when Lady Gaga promoted the competition on her Facebook page, which has more than 32.5 million fans/friends. We estimate the reach was more than 800 million people.

What did Lady Gaga actually do?

And, finally, what was she like?

Quarles: She received “homework”, preparing her editorial content in advance, then spent two hours in our newsroom, backed up by her editorial team, working on:

Quarles: She was fantastic — very engaged, super smart, fun, inspiring, and a perfect global guest editor, with a clear idea of what she wanted to accomplish in the collaboration.

MAGGIE SAMWAYS, LADY GAGA, CHRISTIAN QUARLES AND PER MIKAEL JENSEN Text from an interview in Ideas Magazine, Dallas USA Written by Dawn McMullan

Christian Quarles Van Ufford, vice president/director of global marketing at Metro International, based in Stockholm, Sweden, recalls the day Lady Gaga became a colleague on the editing desk.

How did this idea come about?

Quarles: The idea to have a global guest editor came up during a meeting with Warner Music in London in 2008. At the time, James Blunt was one of the world’s best-selling artists. Blunt had an interesting background and was engaged with several important issues (most notably, Doctors Without Borders). So we chose him as Metro’s first global guest editor.

It was our first global editorial and marketing collaboration, and it was also a test, to see how 20 local editorial newsrooms and 20 marketing departments could work together to ensure successful implementation. And it worked well!

After the success with Blunt, we started to do more global projects and promote unique global news content produced by Metro World News, our global news desk in London. It became a important part of our global brand strategy: “Do things only the world’s largest newspaper can do.” This concept used Metro’s global strength to create local benefits for the brand, and differentiate it from local competitors.

10

We simply took a position that local competitors couldn’t. They could copy the free-sheet model but not our “glocal” position.

In January, we were contacted by Warner Music’s former global marketing director for to see if we were interested in doing another, similar project. We felt the timing was right, so we made a wish list of celebrities that we thought could work well on all our markets. Our first choice was Lady Gaga – a young, urban, pop-culture icon, representing values and views that we feel are in line with modern society and of great interest to our readers. Simply, a perfect fit for our brand.

What were you hoping to accomplish?

Quarles: Several goals, actually: 1. Create an editorial and marketing event that our readers like.

2. Increase brand perception of Metro in our target audience – young, urban, modern people.

3. Enhance Metro’s position and brand recognition in our markets with the brand claim, “There are things that only the world’s largest newspaper can do” 4. Create buzz and attention in other media, and, of course, social media (blogs, Facebook, Twitter, etc.)

CUSTOMIZED GLOBAL PROMOTION

COMPETITION MICROSITE

11

BEST OF METRO

What is creativity in advertising?

At Metro we believe creativity involves making media solutions that grab attention and lead to action.

The Best of Metro gathers the best advertising cases from around the world over the past 12 months.

The objective is to inspire YOU to “think outside the box” and come up with new ideas for how you can advertise your brand towards Metropolitans in a new and dynamic way. To the right you will see a perfect example of creativity – the Hungarian 3D Daily.

Please check out our new website, www.thebestofmetro.com, which features case videos dramatizing the best advertising campaigns mentioned in the Best of Metro catalogue!

This symbol means that you can find an additional video of the case at www.thebestofmetro.com

Conditions for creative media solutions differ from market to market. That means that an advertising solution in one Metro country may not work in another. The decision on what works and what doesn’t is always made by the local Editor in Chief.

3D DAILY |HUNGARY There is an increasing demand for special campaigns in Hungary. We are constantly creating attractive ideas for advertisers in order to demonstrate our creativity. We rose to the challenge and decided to produce the country’s first 3D daily. Innovation is always very popular!

A limited number of copies – 50,000 in Budapest – were issued in 3D format. Photos and adverts were treated with the three-dimensional

12

effect, and an editorial piece was written about 3D. The edition even came with special glasses, stuck to the front page. The main target group for the 3D solution was young, ABC-status, open-minded people.

The paper was distributed in districts of Budapest where the general standard of living is higher, as well as at universities.

13

FRONT COVER

ICELAND AIR France

KRAFT FOOD Portugal

SCHICK French Canada

UBISOFT Italy

NATIONAL GEOGRAPHIC USA

UNILEVER The Netherlands

WARNER BROS Italy

COMPLEXE LES AILES French Canada

! s e s s a l g D 3 d e d d a Metro Montraexailmum effect! for m 14

P&G/PEPTO BISMOL Mexico

BEIERSDORF/NIVEA Italy

15

L- & “U”-SHAPED

DREAMWORKS France

MTG/TV3 Sweden

L’Oréal/Garnier Finland TF1 vidéo/JAMEL France

s r e t o m o r p d n a + belly band

MICROSOFT/XBOX Mexico

16

PROCTER & GAMBLE Russia

HEWLETT PACKARD Mexico

17

COVER WRAP

TAM AIRLINES Italy ENTEL Chile

MAYBELLINE USA

BEIERSDORF/NIVEA Finland

TRANSAVIA Italy

CHRYSLER Mexico

NINTENDO USA

18

19

WWF Finland

COVER WRAP

WALT DISNEY Russia

TELLUS MOBILITÉ French Canada

HENNES & MAURITZ Russia

SONY PICTURES/COLUMBIA TRISTAR Chile

A creative 1-page wrap

HARLEQUIN USA

HISTORY/SWAMP PEOPLE USA

20

21

ONSERT, BELLY BAND & PACKAGING

LOUIS NIELSEN Denmark

PURINA DOG CHOW Ecuador

JERONYMO CAFÈ Portugal

BP INVIGORATE FUELS Portugal

3M/Post-it Mexico

22

MICROSOFT Portugal

LIPTON Portugal

XXL LUTZ Czech Republic

UDLA – UNIVERSITY OF THE AMERICAS Ecuador

HOHESC Hungary

23

CREATIVE FORMAT

CLAS OHLSON Sweden

FEBREZE English Canada

Scented wrap

VICHY LABORATORIES Portugal

DHL Mexico

FIDO French Canada SAMSUNG Portugal

FIDELITY Hong Kong 24

SONY PLAYSTATION The Netherlands

BIC Sweden

SENSODYNE French Canada

25

CREATIVE FORMAT

SAMSUNG Portugal

azing The fold-up wrap crates am

FOSTER’S English Canada

awareness

ESTORIL OPEN’11 Portugal

RIMMEL English Canada

RENAULT Brazil

HUGO BOSS Denmark

UNILEVER Hungary CIF Hungary CONVERSE Sweden

26

27

CUTOUT

MATELL English Canada

SUBWAY The Netherlands

KLORANE French Canada

DISNEY English Canada

Perry Sport The Netherlands

MTV3 Finland

Klorane used the Green Metro to enhance their environmental profile.

ICA i love eco Sweden

28

HBO English Canada

INNOCENT Finland

SATS Sweden 29

INTEGRATED UNILEVER/SURF |FINLAND Client objective: Unilever wanted to promote their renewed Surf product family. The aim was to visualize the exotic fragrances of new Surf products and get people to try them.

Cover wrap

Solution: Back-page ad and sampling by customized promoters.

The promoters wore colorful t-shirts and leis to appear as fresh and exotic as the fragranced Surf products they distributed.

Promoters

Half page print ad Facebook page

Samples

Cover wrap Promoters handing out flyers

30

AVIVA |GLOBAL SALES

Solution: “Let’s bring tourists to the streets!” Distributors dressed as tourists handed out promotional material.

Client objective: Aviva wanted to significantly increase their profile among the general public in a way that reflects their slogan “No One Recognizes You Better Than Aviva”. The aim was to place customers at the heart of Aviva’s business.

• Street distributors • Customized promoters with suitcases • Cover wrap • Promotion flyers

Solution: Metro ran 4-page cover wraps with different creatives in each city, and also designed 5 bespoke vertical half-page adverts. To maximize the impact,

Use our global strenghts! street promoters distributed copies in targeted areas of London, Paris and Warsaw. Metro readers were invited to enter a competition to upload their favorite photos to the Aviva and Facebook websites. The winners would have their image projected onto buildings in the 3 cities.

Out door campaign

Media agency: Media Planning Client objective: Lan wanted to promote low-fare airline tickets to anywhere in Chile. They needed to do something creative that could generate word of mouth and increase sales.

Promoters

LAN |CHILE

Campaign site

Print ad

Results: An integrated campaign that helped deliver great results.

Promoters with billboard

31

INTEGRATED SAMSUNG |PORTUGAL Media Agency: Starcom Client objective: Promote the launch of the new Samsung Galaxy S and surprise Metro readers with a fantastic visual campaign timed to coincide with the Christmas sales.

Solution: Astronaut hand-promoters distributing the newspaper and “pursued” by Samsung characters: Android, Swipe, Amoled and Galaxy S

Interstitial on metro.se

Cover wrap

• Cover dominator • Double page advertorial dominator • Cut-out ads • Customized promoters in astronauts helmets and promoters dressed up as Samsung Characters.

WWF |SWEDEN

Earth Hour site

Dressed-up hand promoters

Green editorial content

L-shaped ad in Green Metro

Solution: On March 26th, everyone in the world is asked to turn off their lights for one hour in support of a better climate. In order to raise awareness, Metro, together with our partner WWF, ran a creative advertising concept both in the newspaper and online in the week prior to Earth Hour. This included a button on metro.se where you could “turn off” the website. Editorial content focusing on the environment in the days prior to Earth Hour gave the readers more information about the environment and what they can do to help. Metro Custom Publishing also created a special supplement, distributed with Metro, on the topic of sustainable urban development two weeks prior to Earth Hour.

Creative print ads

Client objective: Enlighten readers about turning off the lights during Earth Hour.

Metro promotion ads

32

33

INTEGRATED

Cover Wrap Dressed up hand promoters

6-page glossy gatefold coverwrap

EMPORIO ARMANI |GLOBAL SALES Objective: Armani were looking to promote a unique underwear collection (featuring Rafael Nadal and Megan Fox) to coincide with key international tennis tournaments in France, Italy and the UK

Hug the chicken!

Solution: Metro proposed a beautiful magazine style 6-page glossy gatefold coverwrap to be distributed in central areas of capital cities of Rome, Paris and London 40,000–75,000 copies were distributed by promoters in key locations in each targeted city (40,000 in Milan, 50,000 in Paris, 75,000 in London). Locations were carefully selected with the client. Busy shopping districts and distribution points close to Emporio Armani retail outlets were chosen to maximise the impact of the campaign.

“Say cheese!”

NESTLÉ/MAGGI |PORTUGAL Media agency: Optimedia Client objective: Maggi needed to raise awareness of a new product, Maggi Direct to Oven (convenient, oven-ready garlic or herb seasoning packs for one whole chicken).

34

Solution: Metro’s solution was to have teams of 4 promoters (2 dressed up in chef costumes, one in a chicken costume and one photographer) in Lisbon and Porto’s main points, distributing the newspaper and samples, asking people to squeeze a rubber chicken and taking Polaroid photos with people.

• Cover wrap • Promoters dressed as chefs and chickens • Circle moving Boards • Sampling

35

Client promotion

Client promotion metromode.se

INTEGRATED

PROMOTION METRO MODE |SWEDEN Creative print ads

Objective: Metro Mode is a monthly fashion magazine distributed with Metro in Stockholm. Metro Mode gives clients in the fashion industry a new and creative way to advertise by inviting them to showcase their products. This allows clients to tailor their message for Metro readers.

CASIO |MEXICO Client objective: To build brand awareness of the new camera line and its user-friendly, high-tech features.

Solution: An integrated campaign to promote the Casio’s own photo competition in all of our media (print, web and street), and publish the results. The print ads ran in different formats throughout March. Metro also published the weekly finalists from the online photo contest.

Hand promoters taking pictures

Advertorial

• Print: Junior, double transversal triangle, special format • Online: Box banner, leaderboard, mentions in the promotions section • Special street-promoting activities

Promoters dressed in pajamas...

...serving coffee

IKEA |SWEDEN Media agency: Carat Client objective: IKEA wanted to create interest in and awareness of the subject “sleep”.

Online banners

36

Solution: The creation of “Sleep Week”. One week with main focus on sleep and everything surrounding sleep. 15 advertorials regarding different subjects connected to sleep, ranging from dreams to different bed

types, were produced and published during the week (three pages per day during five days). The advertorials would always be found next to an IKEA ad. To create involvement from the Metro readers, there were daily competitions as well as a “sleep doctor” who informed about the importance of sleep. The last day of “sleep week” hand distributers dressed in pajamas handed out morning coffee accompanied with Metro and information from IKEA.

37

INTEGRATED TANG |ECUADOR Media agency: McCann Ericson Client objective: This recognized brand wanted to launch a new tropical fruit-flavored drink, Tamarindo.

Sampling

Creative ad

Comic strip

Front cover ad

Solution: Integrated print campaign and different BTL in the streets.

• L-shaped front cover ad • Special editorial content • Special promotors in specific areas of the city

L-shaped ad

Editorial coverage

Scented newspaper

HP |MEXICO Media agency: PHD Client objective: To increase recognition as a “green brand” and communicate concern about the environment.

MEGAMIND |HONG KONG Media agency: Perfect Advertising and Production Co., Ltd Client objective: • To raise public awareness of the movie • To trigger more response from the public and increase attendance and revenue.

Solution: Based on the movie’s story and characters, the campaign comprised a game (cartoon search), creative formats (cut-out and facing ads) and good-quality paper (glossy) on the Metro Christmas Supplement to enhance the brightly colored visual. The campaign not only ran in the print edition, but also on the website, giving the client different angles of coverage.

• A series of ads in different creative formats (cover wrap, Christmas supplement full-page facing (glossy), comic strip (5 consecutive days) • To arouse public interest, a mini-game called “Megamind Cartoon Search” was developed. Readers were required to save Metro City by finding all Megamind cartoons in the newspaper.

• Website for game, trailer, movie introduction • Interview with the dubbing talents

Solution: Publimetro Mexico and HP jointly developed a strategy in which the two brands achieved joint synergies from their individual green initiatives. For this reason, HP was the sponsor of the whole edition of Mexico’s Green Publimetro.

The sponsorship included: • a scented newspaper with a green fresh smell and copy on the cover reading “Smell and discover our green essence with HP” • HP logo and eco messages on every page • an entire page of recycling information Full page ad

Sponso

red con tent

38

39

INSERT & SPECIAL ISSUE

LOW-COST EDITION |PORTUGAL

PROMOTION AD

A cool, urban, trendy edition that struggle crisis in black & white special print.

91%

35%

would keep the supplement

saw Apollo’s travel supplement

30%

APOLLO SPECIAL TRAVEL INSERT

LISBON TOURIST SPECIAL GUIDE|PORTUGAL The free pocket guide is an English edition with all you can see and do in Lisbon.

Promoters distributed the guide at Lisbon Airport during weekends in August.

would consider buying a travel package after having read the supplement

APOLLO TRAVEL |DENMARK Media Agency: Carat Client Objective: Apollo chose to “re-think” their entire travel catalogue.

In order to renew their focus and come closer to their target group, Apollo created a 16-page special newspaper, which was distributed with the Copenhagen edition of MetroXpress.

40

Solution: On 10th December 2010, Apollo distributed a 16-page special newspaper inserted in the Copenhagen edition of MetroXpress.

Along with the travel supplement, 5,000 extra newspapers were printed on glossy, magazine paper. Apollo then used the glossy newspapers at their travel conference and in a customer mailing.

NOKIA ADVERTORIAL|FINLAND 41

INSERT & SPECIAL ISSUE

Promoted in the Free Record Shops over several weeks

FESTIVAL SPECIAL EDITION |THE NETHERLANDS The Festival Special is a unique edition issued at the start of the new festival season. It tells readers everything they need to know about coming events, and shares the latest festival news. With an extra 75,000 copies – 565,000 in total – the special edition was also distributed via 190 Free Record Shop stores throughout the Netherlands during April/May.

42

Screens in the Free Record Shops promoted the special edition over several weeks.

The Festival Special has now been successfully published two years in a row.

43

About Metro and contacts

www.metro.lu Read Metro online

www.readmetro.com Metro International S.A., 2011