Metro International was tasked with promoting the launch of the film Sex and the City 2 in a fun and creative way which would engage readers on a number of different levels.
The solution was to produce and distribute a cover wrap that looked like a gold clutch bag. This was wrapped around 120,000 newspapers in 5 markets: France, Italy, Spain, Russia and UK. Distribution of the special wrap in fashion and shopping districts ensured minimum wastage amongst the core target audience of 18-40yr old women.
A bespoke online competition element was also integrated into the campaign offering readers the chance to win a trip to the premiere of the film, as well as the movie being featured on Metro’s Global Fashion Editor’s Style Blog.
The campaign was a huge success with great resonance among the core target audience.
- 80% thought the execution had an extremely positive effect.
- Almost 50% of respondents said they would be booking tickets to see the movie having seen the campaign.
- 50% visited the micro-site and entered the competition.