The campaign uses playful and relevant observations about the morning commute to highlight just how much Metro is ingrained in the daily grind of its Urbanite readers, according to the publisher. Using multiple executions and formats, the creative humorously reminds commuters about all the ways that picking up Metro can improve their journey, day and week.
Focusing on the London Underground network, outdoor ads launched this week on cross track 48 sheets, 16 sheets and tube card panels. Daily print ads are also appearing in Metro and will run concurrently throughout September, while experiential activity will directly target busy morning commuters at dozens of key London stations.
Developed with creative agency, INT Works, the campaign puts the written word at the heart of the executions, using a clean and simple style with black type and minimal Metro branding. Outdoor media, planned and bought by MEC and Kinetic, focuses on formats with high dwell times to accommodate multiple messages and engage Londoners in the heart of the commute.
The September campaign is the first stage of a long term strategy to develop a distinct and empathetic voice for the Metro brand, with plans to roll out the creative across multiple platforms and additional campaigns in the coming months.
Chris Dunne, Head of Consumer Marketing at Metro, comments: “The morning commute is a place of shared experiences – from accidental eye contact with a stranger, to grabbing the last free seat, or the tube doors opening just where you’re standing on the platform. As the essential commuting companion for our readers, Metro understands and is perfectly positioned to bring to life these experiences for morning travellers across the capital – and to remind them how much better the commute can be with Metro to entertain and inform them along the way.”
The campaign is designed to build on Metro’s recent resurgence in readership. With an average of 2.5 readers per copy, the latest NRS figures saw Metro grow +6% year on year with an average daily readership of 3.4 million, solidifying its position as the UK’s third biggest national newspaper.
