The brief was to promote HP’s printers as a tool to release your creativity incorporating ‘What Do You Have To Say?’.
A competition for Metro readers to design their own cover of Metro. It encouraged readers to be creative around the topic, ‘What do you have to say about your City?’ The truly 360 degree campaign recruited people to enter with by incorporating: print, outdoor poster sites, an advanced micro-site (www.metro-hp.com) and viral applications through Facebook.
The campaign won the M&M award for ‘Best Contribution by a Media Owner’ and generated some impressive results.
- 80,000 unique visitors to the bespoke microsite.
- 63,000 votes were cast by 1.480 registered Metro readers who responded to the campaign.
- 60% of Metro readers thought HP was more appealing as a result of the campaign.