For the first time, Metro has used thermochroic ink to create an interactive experience for its commuter audience in the capital. A heat sensitive patch is positioned on the image of Genie’s lamp on the front cover of the paper and once rubbed, reveals a hidden message to readers with the opportunity to win one of three “magical” prizes.
Winners will each receive four top price tickets to see Aladdin live at Old Compton Street’s Prince Edward Theatre, with the top prize including a backstage tour and an overnight stay.
Metro’s in house creative agency, Story brought the idea to Shine Creative Solutions ahead of the popular musical opening in London.
Sophie Robinson, Creative Director, Metro said: “We love any opportunity to showcase original and creative advertising solutions. This fun partnership with Aladdin has given us the chance to celebrate yet another Metro first and the use of thermochroic ink should provide 50,000 lucky Londoners with a memorable interactive experience on their morning commute. I hope their wishes come true!”
