Metro Delivers PDF Maker

The brief:
Lucozade wanted to launch their new energy drink in a new and exciting way that would encourage people to engage and interact with the brand.

The campaign: Raise awareness of the new drink. Align Lucozade Alert with ‘mental energy’ and ‘getting you back on track’ at work. Encourage trial & consideration of the drink.

The solution: 12 weeks of activity based around the ‘Metro Alert Challenge’ concept…

  • Daily quiz question in-paper and online
  • National colour pages every Monday + 2 x 10x4s a week
  • Rivalry, e.g. pitching blondes against brunettes
  • Microsite as a hub for the ‘Alert Challenge’
  • Traffic Drivers on Metro.co.uk to the microsite
  • Countdown clock indicating when the Alert Challenge closes
  • Brand-to-hand sampling exercise

 

 

Choose another case study...


Background & Objectives: Drive appreciation of Creme Egg Twisted as an
on-the-go, indulgent treat. Raise brand awareness and develop an association with Halloween. Engage target audience and encourage adoption into Urbanites’ snacking repertoire.

The Solution:
Brand to Hand...

  • 125k samples of the chocolate bar were handed out in the morning at mainline train stations by merchandisers in branded uniforms
  • In central London a further 100k samples were handed out in association with London Lite

In Paper...

  • In paper teaser ads highlighted the brand to hand activity taking place on Halloween and developed overall brand awareness
  • Ads featured in both Metro and London Lite, increasing the buzz of the brand to hand activity

The Result: Those aware of the in paper advertising were more likely to describe the product as creamy and tasty. Agreement levels for ‘tasty’ were 23% higher amongst those aware of the in paper ads and 45% higher for those who received the product. Future purchase intent was also positively impacted by the brand to hand activity (32% higher)



Background: Canon wanted to raise awareness of their new SLR camera the EOS 400D

Campaign Objectives: Raise awareness of the new EOS 400D Increase awareness of SLRs amongst an Urbanite audience. Encourage re-appraisal of Canon SLRs.

The Solution:
In Paper...

  • Campaign launched with 4 page feature
  • Feature highlighted ‘Welcome to the playground tag’ and highlighted Great UK Events

Rough Guide Brand to Hand...

  • Brand to Hand of Rough Guide highlighting Great UK Events in conjunction with Canon/Metro
  • 100,000 copies distributed across 15 stations nationally

The Results:
3 in 4 Urbanites who saw the feature found it interesting, and it held particular appeal among younger urbanites (18-24s). 97% of those who received the Rough Guide to Great UK Events kept the product, increasing the long term association of Canon SLRs with the UK’s Great Events.

Key Message Communication:
The campaign elicited an uplift in Urbanites’ perceptions of Canon being a brand that you can trust and being passionate about photography.

Action taken:
Those aware of the in paper feature were more likely to consider purchasing a Canon SLR in the future.





Background: Costa performed some research showing that 7 out of 10 coffee lovers prefer Costa Coffee to Starbucks or Café Nero. They wanted to communicate this message, reaching a wide audience.

Campaign Objectives:

  • Drive the key message home (7 in 10 coffee lovers prefer Costa Cappucino to Starbucks)
  • Get consumers to change their perception that all coffee is equal and get them to believe that Costa Coffee is superior
  • Increase consumption of Costa Coffee
  • Switch Café Nero and Starbucks drinkers to Costa

The Solution: Target coffee drinkers in the ‘commuter corridor’ prior to their first coffee in the morning.

The Result: 2 in 3 (63%) could recall the advertising. The advertising was deemed to be straight-forward and effective. The simple, bold message caught their eye (74% considered the ads eye-catching). The ads even contributed to a re-appraisal of Costa.

 


Background and Objectives: Diabetes UK wanted to raise awareness of Type II Diabetes, educating those most at risk. Increase comprehension of Type II Diabetes. Encourage people to measure their weight or get checked out for the condition. Reach those most at risk: overweight, aged 40+ of ethnic origins.

The Solution:
In-paper...

  • Half page
  • Advertorial Coverwrap
  • Various other in-paper adverts

Online...

  • Banner advertising on Metro.co.uk
  • Countdown clock on Metro.co.uk, showing how long you have left to take the online test for Type II Diabetes

Other...

  • Sampling exercise - handing out tape measures in mainline train stations

The Results:
Good recall of the Coverwrap – 2 in 3 remember seeing it. The colour, design and style of the coverwrap really helped it stand out, with 64% considering it ‘eye-catching’. Much greater comprehension of the condition, having seen the Coverwrap.

Key Message Communication:
44% said diabetes was more Commonplace and 44% said diabetes was more widespread than they had realised before seeing the wrap.

Action Taken:
Almost 1 in 4 claimed they measured their waist size, having seen the coverwrap.



Background & Objectives: Showcase launch of Sony Ericsson’s C905 handset with a bang. Drive awareness of the technical ability of the handset in particular the 8.1 megapixel camera.

The Solution:
Coverwrap featuring Lenticular...

  • A national coverwrap showcased the launch to our 3 million plus readers
  • In selected central London stations a glossy coverwrap ran, featuring a media first for Metro- a lenticular

Lenticular...

  • The lenticular was a detachable moving image postcard on the front page of the glossy adding zest to the creative

The results: 3 out of 4 readers who saw the coverwrap agreed that it was eye catching and over 4 in 10 readers who saw the glossy wrap detached the lenticular postcard increasing the longevity of the advertising. Advertising positively impacted all perceptions of the new C905 handset, in particular the key objective of conveying its high spec camera.


The Background: Showcase launch of the Quattro Titanium Precision amongst 18-25 year old men

The Objectives: Raise awareness of the new Quattro Titanium. Engage target audience and encourage facial hair experimentation. Encourage trial of this brand extension.

The Solution:
In-paper...

  • Campaign launched with a 4 page feature and competition launching the Sharp Shaver Awards
  • In paper display supporting initial launch feature

Online...

  • Online microsite hosted the overall campaign, in particular showcasing competition entries and prizes
  • Traffic drivers present on our consumer site to further enhance visitor numbers

The Results: Strong cut through was evident across time. 7 in 10 were aware of the launch feature and this increased to almost 80% being aware of in paper or online display at the end.

Key Message Communication:
Campaign positively impacted Urbanites’ all perceptions of Quattro Titanium. In particular it successfully conveyed its innovative, multifunctional product attributes.

Action taken:
Over 17,000 visitors to the microsite, with MPU and Skyscrapers eliciting higher than average click-through-rates. Amongst those aware of the campaign future purchase intent was significantly higher than the control group.



The Background: To position XBOX 360 as a market leader at the time of launch, the campaign had the following objectives:

  • Highlight the XBOX 360 as a next generation video games console
  • Increase awareness of the XBOX 360 in the run up to Christmas
  • Showcase the large number of games available for the console
  • Show that XBOX 360 is the only video games console that has ‘next generation‘ football

The Results: Recall of the advertising 9 ads were used to prompt recall.

Once prompted…
…93% remembered seeing at least 1 ad
…85% recalled 2+ and 63% 4+ ads

The Gear of Wars double page spread had the highest recall overall, with 63% recalling it (rising to 78% amongst gamers / players ).

The advertising made Xbox more ‘top of mind’: 47% of PS2 players stated that it brought XBOX to the forefront of their mind.

Purchase intention increased following exposure to the advertising: 20% of those who saw the advertising said it made them think about purchasing something from XBOX 1 in 4 Xbox original owners claimed it made them think about upgrading to the Xbox 360.



Background & Objectives: Metro wanted to investigate the effectiveness of scheduled features. With this aim we questioned people on two such features, a finance supplement and a travel supplement. Investigate unprompted and prompted recall of scheduled features within Metro. Understand how much of the features are being read. Establish ‘cut-through’ levels of advertising within these features.

The Results:

The features really stuck in Urbanites’ minds
82% could recall at least 1 of the scheduled features. 36% recalled the travel supplement unprompted and 58% remembered the finance supplement. When prompted with the supplements recall jumped to 81% and 83% respectively.

How much of the features do they read?
They’re read extensively…3 in 4 Urbanites claimed to have read all/some of the features they remembered seeing.

Ad recall
83% of Urbanites recalled at least one ad from the finance supplement and 65% recalled at least one from the travel supplement.

Response to advertising
1 in 4 Urbanites responded to at least one advert from the travel supplement.