Metro Promo, Case study GET A GRIP by Starcom Toronto

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Industry Newspapers
Media Promo & PR, Case study
Market Canada
Agency Starcom Toronto
Art Director Shawn James
Released September 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Product/Service: NEWSPAPER
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: STARCOM, Toronto, CANADA
Strategy Supervisor: Charlene Lorette (Starcom)
Senior Vice President/Group Director: Christine Saunders (Starcom)
Marketing & Interactive Director: Jodi Brown (Metro)
Writer: Sean Atkinson (Cossette)
Art Director: Shawn James (Cossette)
Media placement: Street Teams - Various Streets - 01/09/2009

Results and Effectiveness
‘The media agency’s idea was a brilliant centrepiece for the campaign to serve as a constant reminder while also creating the all elusive word-of-mouth effect. Given the reaction commuters showed us when they were handed these slip guards, we were not surprised with the results.’ Bill McDonald, Metro Newspaper. There were over 3,500 downloads of the mobile app and 30 thousand page views within weeks of the launch. And we are happy to report that T.O. Tonight has not impacted Metro’s circulation at all and in addition, Metro’s online readership numbers doubled against our target Adults aged 18-34.

Creative Execution
We turned a mobile device used by the majority of Metro readers into our own innovative advertising medium. We handed out branded slipguards that people attached to the back of their phones – something that was incredibly useful and that drove them to the new mobile site for their daily snippet of news, using Metro’s new mobile service. We had seen slipguards used in a completely different application– as a business card for limited b2b audience and immediately thought that there was a bigger consumer opportunity. These slip guards were the highlight of a transit domination that overtook Toronto’s streetcars and subway systems for two months. They really helped Metro stand out as they were a novelty item – people had never seen them before and they didn’t have any kind of protective stickers on the back of their phone. The 10,000 Metro branded slip guards that were distributed were immediately embraced.

Insights, Strategy & the Idea
We were charged with launching the mobile platform of our prime local commuter paper, Metro News at a time when a competitive newspaper was entering into the afternoon news market. The strategic thinking was to drive Metro readers to their mobile device for news updates throughout the day so the afternoon paper couldn’t get traction. The commuting nature of the target audience drove our strategy– these are people constantly on the go, used to “soundbites” of information and deeply attached to their mobile device to stay connected with friends and colleagues. In addition to using the paper and transit vehicles to build awareness and drive to their mobile devices, we created a constant reminder to go to The phone is their lifeline and our media idea was to provide them with a product that solved a problem while serving as a new media channel to connect them to