Metro will publish a bespoke ‘On The Go’ digital magazine via its Tablet Edition, providing engaging, practical content, which can be read within 15 minutes for busy women on the move. The campaign will also see 200,000 breakfast biscuits handed out at 25 stations across the UK on 7th May.
The integrated cross-platform campaign, handled by Walker Media, will run from Tuesday 7th May until Tuesday 17th May and will feature Metro’s print and online editions, an ‘On The Go’ tablet magazine, as well as experiential ‘brand to hand’ activity. Metro will run 10x7 display advertisements every day across the campaign to drive readers to the tablet magazine.
The aim of the tablet magazine is to help busy women get the most out of their mornings, providing useful, bitesize content for working women on the move. The campaign will include five ‘Just a typical morning’ features, showcasing a selection of inspiring mums in a variety of roles and focusing on their busy morning routine:
• The creative: Kate Monument, art director
• The care-giver: Grace Thomas, community nurse
• The literary exec: Penny Avis, city accountant turned novelist
• The party animal: Fiona Zella, events manager
• The newscaster: Tamsin Roberts, broadcast journalist
‘Just a typical morning’ will include motivating top tips from each mum on how to make the most of their time. The interviews will also be repeated in print as half page branded features across the two week campaign.
Other features include practical tips to help busy on-the-go women stay on track and manage their busy mornings, as well as recommending great ways to spend that precious bit of quality time when you get it.
Ben Cooper, Group Brand Manager at Weetabix, said: “From audience research, we found that working mothers have to contend with two mornings – the first at home, the second in the office and all the hurdles in between. This insight was used to drive development of the creative executions, as well as the media strategy.”
Matt Teeman, Commercial Director at Metro, said: “We’re excited to be working with Weetabix. The campaign makes the most of Metro’s strong cross-platform offering, with our Tablet Edition providing the perfect platform to reach out to busy on the move mums looking for informative and readily accessible content throughout the day.”
