As the first and only EMEA news brand to carry the campaign, say the publishers, Metro also teamed up with JCDecaux to amplify the message via its new digital out-of-home extension.
Ads appeared all over London in key TfL locations, including bus stops and in stations. The creative mirrored Metro’s cover wrap, designed to look like the newspaper’s front page, garnering attention from millions of gamers across London.
According to Metro, this “ground-breaking” package will empower advertisers to reach millions of commuters across the country with an easy-to-buy, all-in-one solution, and includes full site takeover of Metro.co.uk.
Metro’s research shows that 5.2m Brits regularly notice ads on Metro’s front and back covers, even on days they don’t read it. Brands can now capitalise on this reach with the added boost of a highly targeted out-of-home extension designed in partnership with JC Decaux.
Richard Thomson, Managing Director – Metro, said: “The reach and engagement generated by Metro’s iconic cover wraps are already legendary, both among readers and those commuting around London’s extensive public transport network. To be able to enhance the immersion of our creative executions through out-of-home amplification has been something we’ve wanted to do for some time, so we’re excited to unlock this additional value for our advertising partners.”
The partnership was brokered by Mediahub and will be amplified by further support from Mail Gaming and Metro Central Gaming on TikTok, with coverage of reactions and intel to coincide with the activity.
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