Case studies
20th Century Fox - Jumper
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
The challenge set by 20th Century Fox International for the launch of their new action adventure movie ‘JUMPER’ was to communicate the premise of movement in a static medium.
Solution
Metro International used an innovative and creative type of format which was the first of it’s kind to be executed in any newspaper in the world. The campaign comprised a unique double layered cover wrap, with a hole cut in the outer page. Hayden Christensen, the main character, appeared on the inside page and could be seen through the hole. This special format gave the impression that he was ‘jumping’ from one location to another.
Result
Awareness of the film doubled after the campaign and interest in seeing the film rose 50%. Nearly 80% said this advert had a positive effect on the film for them and having seen the advert the film was more appealing. Finally, the most positive feedback is also translated into actions, with more then half of the readers saying they would find out more information about the film and actually go and see the film as a result of seeing the special cover wrap.