Metro Cover-Wraps Editions In Seven Countries
Metro International is running a pan-European advertising campaign for Hewlett-Packard that will see the free-sheet newspaper cover-wrapped simultaneously in seven different countries.
The deal will see full outside and inside cover-wraps run on editions in the Netherlands, Sweden, Denmark, Finland, Poland, Hungary and Greece, in a move designed to promote Hewlett-Packard’s printing technology to 5 million 18 to 35 year-olds.
The campaign went from booking to publishing in just one week and is believed to be the largest co-ordinated cover-wrap of its kind. The creative was devised by Publicis to support a run of local tactical advertising pushing the Hewlett-Packard brand in the run up to Christmas. Media planning and buying was handled by ZenithOptimedia.
Hewlett-Packard has been a major local client in a number of Metro editions for the last two years, but this is the first time that the information technology company has booked a pan-European campaign with the publisher, which operated in 16 countries across Europe.
Commenting on the campaign, Greg Miall, international sales director at Metro International, said: “Running a cover-wrap across seven countries is a highly effective, high impact way of reaching a large number of 18 to 35 year olds in Europe.”
He added: “It is a great achievement that ZenithOptimedia and Publicis have been able to take an idea from booking to publishing in seven days. It shows that if the strategy is right for both central and local clients, a complex idea can be implemented across Europe at very short notice.”
Last week Associated Newspaper-owned Metro UK cover-wrapped its London edition with the face of Hitler super-imposed on the body of a fashion model in an attempt to grab the attention of consumers in the capital. The initiative was designed to promote the Discovery Channel’s new Virtual History series.
Recent research commissioned by Swedish-based publisher, Metro International shows that almost half of all 18 to 34 year-olds living and working in major European cities now read a daily free-sheet newspaper every week. The study defines young metropolitans as 18 to 34 year-olds living in big cities and employed or studying (see Free-Sheets Read By Half Of All Young Metropolitans).
Metro International: 0207 016 1300 www.metro.lu
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