Metro: "AMAGER STRAND" Promo / PR Ad by Mediacom

Category: Best Use of Ambient Media: Small Scale
Advertiser: METRO
Product/Service: METRO
Date of First Appearance: Jun 29 2009 12:00AM
Entrant Company: MEDIACOM, Copenhagen, DENMARK
Account Manager: Mette Poulsen (MediaCom)
Art Director: Rie Andersen (WinWin)
Art Director: Henrik Binzer (WinWin)
Art Director: Mikkel Jangaard (WinWin)
Art Director: Niels Thomsen (WinWin)
Media Executive: Jeanette Sporon Østerlin (MediaCom)
Account Manager: Saima Sikander (MediaCom)
Account Manager: Louise Hein (MediaCom)
Manager: Jesper Witt (Metro)
Marketing Manager: Mikkel Strøjer (Metro)
Media placement: Dailies - National traffic papers - 29/06/2009
Media placement: Traffic magazines - Copenhagen trains magazine - 29/06/2009
Media placement: Bus panels - Copenhagen - 29/06/2009
Media placement: Online banners - City guides, networks - 29/06/2009
Media placement: Metro projection - Copenhagen Metro - 29/06/2009
Media placement: Metro sign stickers - Copenhagen Metro - 29/06/2009

Results and Effectiveness
Traffic numbers at Amager Strand during the campaign period were at index 147 compared to the average over the year, despite the cooler weather in the summer of 2009. Ad awareness grew from 1% pre-campaign to 9% during campaign week, indicating that a clear impression was made on the target group.

Creative Execution
We wanted to create a simple message that used the metro itself as communication tool. Sticker signs were placed at central metro stations, pointing travellers in the direction of the trains heading towards the Amager Strand station. The signs were visible both outside and inside the stations and guided towards departure ramps, thus actively engaging the travellers to use the metro to go to the beach. The core target group is focused on urban dwellers that commute to work, but for the low season the target was the broader Copenhagen community that needed to be reminded that the beach was a short metro ride away. Print insertions coinciding with the weather forecast were planned for days that had a minimum of 22°C – ie. beach days. Inner city buses were wrapped with the Amager Strand message.

Insights, Strategy & the Idea
During the summer, the metro sees a down-turn in traffic as the holidays kick in and fewer people commute to work, resulting in lower activity than average. Amager Strandpark is a recently renovated city-planned beach close to the heart of Copenhagen and concurrently with the development of the metro; the beach has undergone a major facelift in order to give Copenhageners a Riviera escape, especially during the summer months. Amager Strandpark is most easily accessible with the metro – a mere 10 minute journey from the city centre and convenient for urban dwellers that otherwise don’t have cars or want to avoid limited parking space challenges. Our goal for the campaign was to create an impactful reminder of the benefits of taking the metro during the summer, thus aiming to increase traffic and moving Amager Strandpark into the city.