Case studies
New Line Cinema
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.
Brief
New Line Cinema knew that following on from the phenomenal success of the Sex & The City movie, millions of women would want to take home the exploits of Carrie, Samantha, Charlotte and Miranda on celluloid or rather DVD as soon as it hit stores. The question was, how were they going to make young, urban, professional women, just like the Sex & The City girls, aware of the imminent release of the DVD and do this in the most memorable way?
Solution
On 21st November 2008 in two of the most fashionable cities in the world, Milan and Rome, Metro gave out 20,000 limited edition cover wrapped newspapers, designed to look like a pink crocodile skin clutch bag. In addition to the special cover wrap a front page banner promoting the movie ensured that once the wrap was removed the client still had high profile exposure to readers.
Result
Subsequent research of the campaign via Metro Life Panel showed that a massive 93% of readers that received the clutch bag said that it was a good way to advertise with 90% saying they would like to see more of this type of advertising. Almost 3/4 said that the special wrap made the movie more appealing and while 42% said they were highly likely to go out and buy the DVD, just over half said they wanted to know more. All in all a highly successful campaign!