Case Study - Consumer Electronics

 

Geo-targeted wraps & Advertorial Linked Ads

Nokia

CAMPAIGN STRATEGY

Nokia wanted to bring the idea of navigation to life, so they turned to Metro for inspiration. Metro devised a campaign which radically altered our distribution in major cities for one day, by creating the world’s first geo-targeted wrap. On the same day, multiple maps covered the Metro paper, pin-pointing the exact location where readers had picked up their copy. This gave readers the impression that Nokia maps knew exactly where they were. 96 different wraps were distributed to Metro readers raising huge awareness of the GPS technology offered by Nokia.

 

THE SECOND IDEA

Using a location map and placing it into the image of the Nokia phone, which in turn related to an article within the editorial content, meant a strong interactive advertisement and editorial feature was created.

 

 

AWARD WINNING CREATIVE

This two part campaign, resulted in Metro International winning an M&M Award for the ‘Best Contribution by an International Media Owner.

 

CAMPAIGN RESULTS

- Winner of the M&M award ‘Best Contribution by a Media Owner

- 89% Advertising recall by Metro readers

- 17% of respondents had an increase in intention to purchase the handset