The best cases in MetroAugust 2010–August 2011

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FACTS & FIGURES 4THE METROPOLITANS 6THE METROPOLITAN PANEL 8LADY GAGA 10BEST OF METRO 12FRONT COVER 14L- & ”U”-SHAPED 16COVER WRAP 18ONSERT/BELLY BAND 22CREATIVE FORMAT 24CUTOUT 28INTEGRATED 30INSERTS & SPECIAL ISSUES 40

CONTENTS

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Fact & figures CIRCULATION & READERSHIP

GREECE

359K

SWEDEN

1.5MFINLAND

279KDENMARK

702K

FRANCE

2.4M

THE NETHERLANDS

1.7M

BRAZIL

635K

CANADA

1.4M

CHILE

369K

CZECH REPUBLIC

372K

ECUADOR

141K120KGUATEMALA New!

HUNGARY

653K

ITALY

1.5K

HONG KONG

734K SOUTH KOREA

713KMEXICO

380K

PORTUGAL

390K

RUSSIA

1.6MUSA

1.2M

SPAIN*

2.2M

BELGIUM*

1M

IRELAND*

162K

POLAND*

1M

UK*

3.3M

24.8million daily

readers

25countries around

the world

200+cities

101editions

every day

Source: Readership: NRSs (2009-11) except new editions in Latin America: estimates; total includes 24 timer (DK) unduplicated (03/08/2011).

* Commercial partners.

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Our target audience...

THE METROPOLITANS

Man made the city, but now the city is shaping man. Rapid urbani-zation, in conjunction with the effects of globalization gives rise to a global class of citizens who share a mindset and a set of values related to urban living. We call this the Metropolitan mindset.

Created by Metro International, the world’s largest urban newspaper, and the business intelligence firm United Minds, the Metropolitan Report is based on 15,000 interviews conducted in 30 cities across the world. We asked about everything from plastic surgery and casual sex to freedom of expression and social media habits.

The Metropolitan Report offers invaluable insights into the minds and lifestyles of city dwellers at the beginning of the 21st century. It aims to help local and global marketers, employers and public of-ficials to better understand the mind and lifestyle of Metropolitans

in order to better connect with this increasingly influential global target group. It combines survey, analysis and illustrations with info-graphics and expert interviews – with philosopher Alain de Botton, Michelin-starred chef Ferran Adrià, head of Greenpeace International Kumi Naidoo, Vice President of Wordpress-owner Automattic Paul Kim, among others.

Based on over 15,000 online interviews, the survey was conducted between January 18th and February 22nd 2011 by the Metropolitan Panel team. The sample was drawn from the Metropolitan Panel and access panels from leading international sample suppliers.

The results are representative of the online population aged 18 to 49 years old working or studying in 30 cities across 6 continents:

To learn more about sponsoring and insight opportunities with the Metropolitan Survey contact:

Wilf Maunoir, Global Research Directorwilf.maunoir@metro.lu | T: +46 (0)8 120 57025 | M: +46(0)70 415 95 25

The Metropolitan Report is organized around four themes

Barcelona

Athens

Copenhagen

Lisbon Madrid

Milan

Amsterdam

Rome

Stockholm

LondonMoscow

St. Petersburg

Tokyo

Hong Kong

TorontoMontreal

BeijingNew York City

MumbaiMexico City

São Paolo

SeoulParis

Berlin

PragueBudapest

Cape TownSantiago Sydney

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Cut, Buy & Beautify

25%of women would consider botox injections.

Nip and Tuck38% of women would consid-er plastic surgery, compared to 21% of men.

8% are very satisfied with their bodies.

31% of men would consider hair transplantation.

14% have tattoos.

Fashion Fatales59% of women are interested in fashion, compared to 37% among men.

34% go shopping at least once a week.

Ecosumers47% avoid products that are not environmentally friendly. And 42% are willing to pay more for environmentally friendly products.

Plastic Cities1. Seoul2. São Paulo3. New York

Tattooed Cities1. Stockholm2. Copenhagen3. Sydney

Shopaholic Cities1. Beijing2. Moscow3. Tokyo

From the chapter PLAY in the Metropolitan Report #1

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of Metropolitans have been to a concert

in the last year.

60%Source: Metropolitan Panel 2011

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How to get to know the Metropolitans

The Metropolitan Panel is a dedicated online market research panel that aims to investigate the mindset and lifestyles of these young, ac- tive and affluent people living in the most exciting cities around theworld – the Metropolitans.

Metropolitans are kept highly engaged (Avg. 50% response rate!) not only through physical incentives, but also by having the opportunity to contribute to and evaluate ad campaigns or gather in focus groups to discuss specific themes.

The Metropolitan Panel follows the rules stipulated by ESOMAR, which aims to promote the value of market and opinion research, and seeks to encourage high technical standards and professional conduct, as well as codes of ethical practice and professional standards.

At the time of printing, the Metropolitan Panel exists in 14 countries and has a total of nearly 20,000 members:

For more information about the Metropolitan Panel contact:

Eduarda Taveira, Head of Consumer Insighteduarda.taveira@metro.lu | T: +46 (0)8 120 57027 | M: +46(0)70 415 95 27

USING THE METROPOLITAN PANEL!

The Metropolitan Panel:

is a cost cost-effec-tive way to gain

insights into Metro-politans’ lifestyles, habits and affinities

provides accountability through advertising

effectiveness and recall measurement

provides feedback on

media invest-ments

allows campaigns to be tested prior to launch and to

be adepted to their targets

works with a very flexible turnaround time – on average it

takes a maximum of 1 month from design to

data collection/reporting

opens up a communication channel to an attractive audience that will deliver valuable market

insight about products, services or consumer

habits

Source: Metropolitan Panel 2011

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LADY GAGA: GLOBAL GUEST EDITOR

Christian Quarles Van Ufford, vice president/director of global market-ing at Metro International, based in Stockholm, Sweden, recalls the day Lady Gaga became a colleague on the editing desk.

How did this idea come about?

Quarles: The idea to have a global guest editor came up during a meeting with Warner Music in London in 2008. At the time, James Blunt was one of the world’s best-selling artists. Blunt had an inter-esting background and was engaged with several important issues (most notably, Doctors Without Borders). So we chose him as Metro’s first global guest editor.

It was our first global editorial and marketing collaboration, and it was also a test, to see how 20 local editorial newsrooms and 20 marketing departments could work together to ensure successful implementa-tion. And it worked well!

After the success with Blunt, we started to do more global projects and promote unique global news content produced by Metro World News, our global news desk in London. It became a important part of our global brand strategy: “Do things only the world’s largest news- paper can do.” This concept used Metro’s global strength to create local benefits for the brand, and differentiate it from local competitors.

We simply took a position that local competitors couldn’t. They could copy the free-sheet model but not our “glocal” position.

In January, we were contacted by Warner Music’s former global mar-keting director for to see if we were interested in doing another, simi-lar project. We felt the timing was right, so we made a wish list of celebrities that we thought could work well on all our markets. Our first choice was Lady Gaga – a young, urban, pop-culture icon, repre-senting values and views that we feel are in line with modern society and of great interest to our readers. Simply, a perfect fit for our brand.

What were you hoping to accomplish?

Quarles: Several goals, actually:

1. Create an editorial and marketing event that our readers like.2. Increase brand perception of Metro in our target audience – young, urban, modern people.3. Enhance Metro’s position and brand recognition in our markets with the brand claim, “There are things that only the world’s largest newspaper can do”4. Create buzz and attention in other media, and, of course, social media (blogs, Facebook, Twitter, etc.)

Metro takes its branding strategy – “Do things only the world’s largest newspaper can do” – to heart, inviting the world’s biggest pop star to its London offices. On May 17, she put on her editing hat and went to work.

LADY GAGA IN THE LONDON METRO OFFICE MAGGIE SAMWAYS, LADY GAGA, CHRISTIAN QUARLES AND PER MIKAEL JENSEN

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What was it like, working with Lady Gaga’s people?

Quarles: I must say they were very professional and fun to work with.

How did you promote the May 17th event?

Quarles: We divided the collaboration in three phases:

1. Global competition to become Lady Gaga’s assistant in our London office on May 16th, the day before the big day, with an extensive global microsite promoted with TV and radio spots, print ads, banners/ online, social media, guerilla marketing and a PR package adapted to20 markets. Metro’s central news desk produced a number of different articles about Gaga and the competition. 2. Global advertising campaign for the global Lady Gaga edition on May 17th, with the same media mix as for the competition, as well as a countdown on the front cover. 3. To maximize attention on May 17th, we launched a huge, global street campaign with more than 3,000 street promoters, mostof whom were dressed like Lady Gaga. Reuters was our media partner, helping us spread the news about Lady Gaga as Metro’s global guest editor.

What did Lady Gaga actually do?

Quarles: She received “homework”, preparing her editorial contentin advance, then spent two hours in our newsroom, backed up by her editorial team, working on:

• a personal letter to Metro’s readers • Lady Gaga’s assistant and finalists’ stories: Why they were born this way. • a story on gay rights around the world • a one-on-one interview • a global survey about Lady Gaga’s music and message • questions from readers • interview with Lady Gaga’s designer, Nicola Formichetti.

She chose not to comment on world news events.

What was the reaction?

Quarles: Huge! We have never experienced anything like it. The collaboration surpassed all our expectations. The engagement and appreciation from our readers was extremely positive on all markets. The response from other media was massive. All larger media in the world covered the story – TV and radio stations and newspapers. The impact in social media was also big, of course, especially when Lady Gaga promoted the competition on her Facebook page, which has more than 32.5 million fans/friends. We estimate the reach was more than 800 million people.

And, finally, what was she like?

Quarles: She was fantastic — very engaged, super smart, fun, inspir- ing, and a perfect global guest editor, with a clear idea of what she wanted to accomplish in the collaboration.

LADY GAGA: GLOBAL GUEST EDITOR

COMPETITION MICROSITE CUSTOMIZED GLOBAL PROMOTION

Text from an interview in Ideas Magazine, Dallas USA Written by Dawn McMullan

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What is creativity in advertising?

BEST OF METRO

At Metro we believe creativity involves making media solutions that grab attention and lead to action. The Best of Metro gathers the best advertising cases from around the world over the past 12 months.

The objective is to inspire YOU to “think outside the box” and come up with new ideas for how you can advertise your brand towards Metropolitans in a new and dynamic way. To the right you will see a perfect

example of creativity – the Hungarian 3D Daily.

Please check out our new website, www.thebestofmetro.com, which features case videos dramatizing the best advertising campaigns mentioned in the Best of Metro catalogue!

Conditions for creative media solutions differ from market to market. That means that an advertising solution in one Metro country may not work in another. The decision on what works and what doesn’t is always made by the local Editor in Chief.

This symbol means that you can find an additional video of the case at www.thebestofmetro.com

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There is an increasing demand for special campaigns in Hungary. Weare constantly creating attractive ideas for advertisers in order to demonstrate our creativity. We rose to the challenge and decided to produce the country’s first 3D daily. Innovation is always very popular! A limited number of copies – 50,000 in Budapest – were issued in 3D format. Photos and adverts were treated with the three-dimensional

effect, and an editorial piece was written about 3D. The edition even came with special glasses, stuck to the front page. The main target group for the 3D solution was young, ABC-status, open-minded people. The paper was distributed in districts of Budapest where the general standard of living is higher, as well as at universities.

3D DAILY |HUNGARY

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COMPLEXE LES AILES French Canada

FRONT COVER

Metro Montreal added 3D glasses!

for maximum effect!

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NATIONAL GEOGRAPHIC USAICELAND AIR FranceKRAFT FOOD Portugal

WARNER BROS ItalyUNILEVER The NetherlandsUBISOFT ItalySCHICK French Canada

BEIERSDORF/NIVEA ItalyP&G/PEPTO BISMOL Mexico

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L’Oréal/Garnier Finland

L- & “U”-SHAPED

+ belly band and promoters

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PROCTER & GAMBLE Russia

MTG/TV3 SwedenDREAMWORKS France

HEWLETT PACKARD Mexico

TF1 vidéo/JAMEL France

MICROSOFT/XBOX Mexico

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ENTEL Chile

COVER WRAP

MAYBELLINE USA

NINTENDO USA

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TRANSAVIA Italy

CHRYSLER Mexico

BEIERSDORF/NIVEA Finland

TAM AIRLINES Italy

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HARLEQUIN USA

COVER WRAP

WALT DISNEY Russia

HENNES & MAURITZ Russia

TELLUS MOBILITÉ French Canada

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WW

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HISTORY/SWAMP PEOPLE USA

SONY PICTURES/COLUMBIA TRISTAR Chile

A creative 1-page wrap

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BP INVIGORATE FUELS Portugal MICROSOFT Portugal LIPTON Portugal

ONSERT, BELLY BAND& PACKAGING

XXL LUTZ Czech Republic3M/Post-it Mexico

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PURINA DOG CHOW Ecuador

JERONYMO CAFÈ Portugal

LOUIS NIELSEN Denmark

HOHESC HungaryUDLA – UNIVERSITY OF THE AMERICAS Ecuador

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FIDELITY Hong Kong

CLAS OHLSON Sweden

SONY PLAYSTATION The Netherlands

FIDO French Canada

FEBREZE English Canada

CREATIVE FORMAT

DHL Mexico

Scented wrap

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SENSODYNE French Canada

SAMSUNG Portugal BIC Sweden

VICHY LABORATORIES PortugalScented wrap

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UNILEVER HungaryHUGO BOSS DenmarkRENAULT Brazil

FOSTER’S English Canada

CREATIVE FORMAT

ESTORIL OPEN’11 Portugal

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CONVERSE SwedenCIF Hungary

SAMSUNG Portugal

RIMMEL English Canada

The fold-up wrap crates amazing awareness

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KLORANE French Canada

CUTOUT

Klorane used the Green Metro to enhance their environmental profile.

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PERRY SPORT The Netherlands

SATS SwedenICA i love eco Sweden

MTV3 FinlandHBO English CanadaSUBWAY The Netherlands

DISNEY English CanadaINNOCENT FinlandMATELL English Canada

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Cover wrap

Promoters with billboardPromoters handing out flyers

Pro

mo

ters

INTEGRATED

Print adSamples

Client objective: Unilever wanted to promote their renewed Surf product family. The aim was to visualize the exotic fragrances of new Surf products and get people to try them.

Solution: Back-page ad and sampling by customized promoters. The promoters wore colorful t-shirts and leis to appear as fresh and exotic as the fragranced Surf products they distributed.

UNILEVER/SURF |FINLAND

Media agency: Media Planning Client objective: Lan wanted to promote low-fare airline tickets to anywhere in Chile. They needed to do something creative that could generate word of mouth and increase sales.

Solution: “Let’s bring tourists to the streets!” Distributors dressed astourists handed out promotional material. • Street distributors• Customized promoters with suitcases • Cover wrap• Promotion flyers

LAN |CHILE

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Client objective: Aviva wanted to significantly increase their profile among the general public in a way that reflects their slogan “No One Recognizes You Better Than Aviva”. The aim was to place customers at the heart of Aviva’s business.

Solution: Metro ran 4-page cover wraps with differ- ent creatives in each city, and also designed 5 bespoke vertical half-page adverts. To maximize the impact,

street promoters distributed copies in targeted areas of London, Paris and Warsaw. Metro readers were invited to enter a competition to upload their favorite photos to the Aviva and Facebook websites. The winners would have their image projected onto buildings in the 3 cities.

Results: An integrated campaign that helped deliver great results.

AVIVA |GLOBAL SALES

Cover w

rap

Facebook page

Use our global strenghts!

Half p

age p

rint ad

Cam

pai

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Pro

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Earth Hour site

Interstitial on metro.se

INTEGRATED

Metro promotion ads

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Met

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Client objective: Enlighten readers about turning off the lights during Earth Hour.

Solution: On March 26th, everyone in the world is asked to turn off their lights for one hour in support of a better climate. In order to raise awareness, Metro, together with our partner WWF, ran a creative advertising concept both in the newspaper and online in the week prior to Earth Hour. This included a button on metro.se where you could “turn off” the website. Editorial content focusing on the environment in the days prior to Earth Hour gave the readers more in-formation about the environment and what they can do to help. Metro Custom Publishing also created a special supplement, distributed with Metro, on the topic of sustainable urban develop-ment two weeks prior to Earth Hour.

WWF |SWEDEN

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Media Agency: StarcomClient objective: Promote the launch of the new Samsung Galaxy S and surprise Metro readers with a fantastic visual campaign timed to coincide with the Christmas sales.

Solution: Astronaut hand-promoters distributing the news-paper and “pursued” by Samsung characters: Android, Swipe, Amoled and Galaxy S

• Cover dominator• Double page advertorial dominator• Cut-out ads• Customized promoters in astronauts helmets and promoters dressed up as Samsung Characters.

SAMSUNG |PORTUGAL

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Hug the chicken!

Dressed uphand promoters

INTEGRATED

Media agency: Optimedia

Client objective: Maggi needed to raise awareness of a new product, Maggi Direct to Oven (convenient, oven-ready garlic or herb seasoning packs for one whole chicken).

Solution: Metro’s solution was to have teamsof 4 promoters (2 dressed up in chef costumes, one in a chicken costume and one photographer) in Lisbon and Porto’s main points, distributing the newspaper and samples, asking people to squeeze a rubber chicken and taking Polaroid photos with people.

• Cover wrap• Promoters dressed as chefs and chickens• Circle moving Boards• Sampling

NESTLÉ/MAGGI |PORTUGAL

Cover W

rap

“Say cheese!”

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Objective: Armani were looking to promote a unique underwear collection (featuring Rafael Nadal and Megan Fox) to coincide with key international tennis tournaments in France, Italy and the UK

Solution: Metro proposed a beautiful magazine style 6-page glossy gatefold coverwrap to be distributed in central areas of capital cities of Rome, Paris and London 40,000–75,000 copies were distributed by promoters in key locations in each targeted city (40,000 in Milan, 50,000 in Paris, 75,000 in London). Locations were carefully selected with the client. Busy shopping districts and distribution points close to Emporio Armani retail outlets were chosen to maximise the impact of the campaign.

EMPORIO ARMANI |GLOBAL SALES

6-page glossy gatefold coverwrap

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Client objective: To build brand awareness of the new camera line and its user-friendly, high-tech features.

Solution: An integrated campaign to promote the Casio’s own photo competition in all of our media (print, web and street), and publish the results. The print ads ran in different formats throughout March. Metro also published the weekly finalists from the online photo contest.

• Print: Junior, double transversal triangle, special format• Online: Box banner, leaderboard, mentions in the promotions section• Special street-promoting activities

CASIO |MEXICO

Online banners

Hand promoters taking pictures

Creative print ads

INTEGRATED

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Media agency: CaratClient objective: IKEA wanted to create interest in and awareness of the subject “sleep”.

Solution: The creation of “Sleep Week”. One week with main focus on sleep and everything surrounding sleep. 15 advertorials regarding dif-ferent subjects connected to sleep, ranging from dreams to different bed

types, were produced and published during the week (three pages per day during five days). The advertorials would always be found next to an IKEA ad. To create involvement from the Metro readers, there were daily competitions as well as a “sleep doctor” who informed about the importance of sleep. The last day of “sleep week” hand distributers dressed in pajamas handed out morning coffee accompanied with Metro and information from IKEA.

IKEA |SWEDEN

Ad

vertorial

...serving coffeePromoters dressed in pajamas...

Objective: Metro Mode is a monthly fashion magazine distributed with Metro in Stockholm. Metro Mode gives clients in the fashion industry a new and creative way to advertise by inviting them to showcase their products. This allows clients to tailor their message for Metro readers.

PROMOTION METRO MODE |SWEDEN

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Com

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trip

Creative adFront cover ad

Media agency: Perfect Advertising and Production Co., LtdClient objective: • To raise public awareness of the movie • To trigger more response from the public and increase attendance and revenue.

Solution: Based on the movie’s story and characters, the campaign comprised a game (cartoon search), creative formats (cut-out and facing ads) and good-quality paper (glossy) on the Metro Christmas Supplement to enhance the brightly colored visual. The campaign not only ran in the print edition, but also on the website, giving the client different angles of coverage.

• A series of ads in different creative formats (cover wrap, Christmas supplement full-page facing (glossy), comic strip (5 consecutive days)

• To arouse public interest, a mini-game called “Megamind Cartoon Search” was developed. Readers were required to save Metro City by finding all Megamind cartoons in the newspaper.

• Website for game, trailer, movie introduction

• Interview with the dubbing talents

MEGAMIND |HONG KONG

INTEGRATED

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Scented newspaper

TANG |ECUADORMedia agency: McCann EricsonClient objective: This recognized brand wanted to launch a new tropical fruit-flavored drink, Tamarindo.

Solution: Integrated print campaign and different BTL in the streets. • L-shaped front cover ad• Special editorial content• Special promotors in specific areas of the city

Sam

plin

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Editorial coverageL-shaped ad

HP |MEXICOMedia agency: PHDClient objective: To increase recognition as a “green brand” and communicate concern about the environment. Solution: Publimetro Mexico and HP jointly developed a strat-egy in which the two brands achieved joint synergies from their individual green initiatives. For this reason, HP was the sponsor of the whole edition of Mexico’s Green Publimetro.

The sponsorship included:• a scented newspaper with a green fresh smell and copy on the cover reading “Smell and discover our green essence with HP”• HP logo and eco messages on every page • an entire page of recycling information

Full page ad

Sponsored content

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INSERT & SPECIAL ISSUE

APOLLO SPECIAL TRAVEL INSERT

91%saw Apollo’s travel supplement

Media Agency: CaratClient Objective: Apollo chose to “re-think” their entire travel catalogue. In order to renew their focus and come closer to their target group, Apollo created a 16-page special newspaper, which was distributed with theCopenhagen edition of MetroXpress.

Solution: On 10th December 2010, Apollo distributed a 16-page special newspaper inserted in the Copenhagen edition of MetroXpress. Along with the travel supplement, 5,000 extra newspapers were printed on glossy, magazine paper. Apollo then used the glossy newspapers at their travel conference and in a customer mailing.

APOLLO TRAVEL |DENMARK

35%would keep the supplement

30%would consider buying a travel package after

having read the supplement

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PROMOTION AD

INSERT & SPECIAL ISSUE

A cool, urban, trendy edition that struggle crisis in black & white special print.

The free pocket guide is an English edition with all you can see and do in Lisbon. Promoters distributed the guide at Lisbon Airport during weekends in August.

LOW-COST EDITION |PORTUGAL

LISBON TOURIST SPECIAL GUIDE|PORTUGAL

NOKIA ADVERTORIAL|FINLAND

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INSERT & SPECIAL ISSUE

The Festival Special is a unique edition issued at the start of the new festival season. It tells readers everything they need to know about coming events, and shares the latest festival news. With an extra 75,000 copies – 565,000 in total – the special edition was also distributed via 190 Free Record Shop stores throughout the Netherlands during April/May.

Screens in the Free Record Shops promoted the special edition over several weeks.

The Festival Special has now been successfully published two years in a row.

FESTIVAL SPECIAL EDITION |THE NETHERLANDS

Promoted in the Free Record Shops over several weeks

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INSERT & SPECIAL ISSUE

ABOUT METRO AND CONTACTSwww.metro.lu

READ METRO ONLINEwww.readmetro.comMetro International S.A., 2011