THE METROPOLITAN MINDSET by Prime for Metro

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THE METROPOLITAN MINDSET

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Industry Newspapers
Media Promo & PR, Case study
Market Sweden
Agency Prime
Art Director Johanna Runebjörk
Illustrator Cecilia Lundgren
Editor Patrik Kronqvist
Released July 2011

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: METRO INTERNATIONAL
Product/Service: METRO
Agency: PRIME
Global Marketing Director: Christian Quarles (Metro International)
Global Research Director: Wilf Maunoir (Metro International)
Art Director: Johanna Runebjörk (Metro International)
Survey Management: Eduarda Taveira (Metro International)
Research Director: Paul Alarcón (United Minds)
Editor: Patrik Kronqvist (United Minds)
Analyst: Sepideh Imani (United Minds)
Additional Writer: Devi Brunson (Prime)
Writer: Hugo Mc Ewen (The Languagelaunderer)
Additional Writer: Elisabeth Braw (Metro World News)
Additional Writer: Romina Mc Guinness (Metro World News)
Illustrator: Cecilia Lundgren (Illustratörcentrum)
Media placement: Global Editorial Spreads (1st) - Metro World News - 26 April 2011
Media placement: Global Press Release - News Wire - 31 May 2011
Media placement: Local Press Release (1st) - Trade Press - 1 June 2011
Media placement: TV - Public Service TV Sweden - 1 June 2011
Media placement: B2B Seminar (1st) - Milan - 14 June 2011
Media placement: Ad Hoc Press Release (1st) - News Media - 29 July 2011

Summary of the Campaign
In a world that has become increasingly digital and mobile, Metro needed to defend the relationship with its advertisers. Metro’s principal asset is the readers, but they are regarded by many as a heterogeneous and not particularly distinct target group.
To reinforce Metro’s value among advertisers, the mission was therefore to define and dramatise the paper’s readership.
However, Metro’s readership is not necessarily of great interest outside of Metro and we thus had to contextualise it to attain broader relevance. We identified a trend that satisfied the need: urbanisation. With more than half of the world’s population living in cities, humanity turned decidedly urban in 2009. Yet, little was known about what characterises city dwellers on a global level.

Our solution: a report on the similarities in values and lifestyles of city dwellers globally. The Metropolitan Report revealed that being urban is as much about having a ‘Metropolitan’ mindset, as it is about your postcode. And this mindset adds value to Metro’s readership in advertisers’ eyes.

The campaign resulted in 1,000+ personal contacts with advertisers and media agencies. More than 70 full pages were published in Metro, creating 96m impacts.

The Situation
In a world that has become increasingly digital and mobile, Metro needed to defend the relationship with its advertisers. Metro’s principal asset is the readers, but they are regarded by many as a heterogeneous and not particularly distinct target group.

The Goal
The challenge presented by Metro was thus:

• Increase the value of Metro’s readership globally by establishing ‘the Metropolitans’ as a valuable global target audience for advertisers.
• Position Metro as authority on the urban target audience globally.
• Provide Metro’s advertisers deeper insight about ‘the Metropolitans’ and how they should be communicated with.
In practice, this meant: 1) bringing about meetings with advertisers and media agencies where insights on Metropolitans could be conveyed; and 2) maximising media impact for insights on Metropolitans, primarily using own channels.

The Strategy
Context:
With more than half of the world’s population living in cities, humanity turned decidedly urban in 2009. Yet, little was known about what characterises urbanites on a global level.

Opportunity:
Dramatise Metro’s readership by radically redefining the meaning of being ‘urban’ and thereby claiming a unique position as authority on the urban target audience.

Solution:
The Metropolitan Report: a report on the similarities in values and lifestyles of city dwellers globally. Being urban, the report revealed, is as much about having a ‘Metropolitan mindset’, as it is about your postcode. The report was based on:
• A survey of 15,000 interviews in 30 cities spanning 6 continents.
• Extensive review of sociological and anthropological research.
• Expert interviews with scholars and big thinkers of today, e.g. Alain de Botton.

Execution
Before campaign:
• Extensive research, including a survey across 30 cities, and expert interviews were performed, all compiled in The Metropolitan Report.

Campaign launch:
• Communication tool kits sent to Metro’s markets:
- The Metropolitan Report.
- Video News Release to be used in seminars and on the web.
- B2B presentation constructed in modules to be used in sales meetings and seminars.
• 5 global spreads were created together with Metro World News to maximise editorial impact in Metro. Local Metro editors are not required to publish MWN material. Hence, publicity was not guaranteed.
• Global and local press releases were sent primarily to trade press.

During Campaign:
• B2B seminars and gatherings were held.
• The Metropolitan Report was sent to targeted stakeholders.
• Ad hoc press releases were produced (e.g. during Pride Stockholm: ‘Most gay-friendly city in the world’).

Documented Results
Focus in the campaign was personal B2B contacts in seminars and gatherings, and editorial impact in Metro.
Seminars and gatherings:

• 1,000+ personal contacts with clients and prospects.
Editorial impact in Metro;
• A total of 96m impacts;
• 70 full pages and 26 front page insertions;
• Out of 15 participating markets, 11 published articles in print.

The campaign further reached millions in external earned media and social media.