Case Study - Consumer Electronics


Reader generated coverwrap competition



France, Italy, Spain



The brief was to promote HP’s printers as a tool to release reader creativity.  HP also wanted to incorporate their tagline ‘What Do You Have To Say?’


Metro’s solution was to run a competition for Metro readers to design their own cover of Metro. The competition encouraged readers to be creative around the topic, ‘What Do You Have To Say About Your City? ’ The campaign recruited people to enter a 360 degree campaign incorporating: print, outdoor poster sites, an advanced microsite and viral promotion through Facebook. The winning cover designs were seen by millions of people.



The campaign won the M&M award for ‘Best Contribution

by a Media Owner’ and generated some impressive results.



- 80,000 unique visitors to the bespoke HP microsite

- 2,000 submitted entries

- 80% of Metro readers thought HP was appealing as a result of the campaign