A free newspaper in need of some love. It’s well documented that as digital channels grow, the circulation of printed media is shrinking. Metro, a free, daily newspaper distributed on public transport across the UK, came to us at a tricky time for all traditional publishers, to see if we could help increase pickup of their paper and build some love for the brand. Metro is read by an incredibly diverse audience in over 50 cities across the UK - from students to bankers, builders to teachers, and many more. The one thing that unites them all is the common experience of the morning commute. With this simple insight, we saw a huge opportunity to target lapsed readers by showing them that Metro understands the commute, warts and all, and is genuinely ingrained in it like no other publisher.
We helped make the morning commute a whole lot more engaging
A witty and empathetic voice. To communicate this we developed ‘The Voice’, a simple copy-led advertising campaign. By taking common commuting observations such as the lack of phone signal underground or making awkward eye contact with someone — and combining them with funny reasons to pick up Metro — we created a broad range of memorable executions.
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— The Voice within Metro newspaper
Introducing The Voice. The Voice launched in the Metro newspaper, first as a cover wrap, and then as a range of different sized formats. As we weren't relying on imagery or production heavy processes, the campaign was flexible enough for us to react to current news events and push readers to specific pieces of Metro content as and when we needed to. In some ways The Voice felt more like a social media campaign than a print campaign. In all we created over 20 unique executions over the campaign, each of which ran a number of times.
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— The Voice across different format billboards on London Underground
Going underground. Running alongside the paper adverts, the campaign also appeared throughout the London Underground network. Sites with high dwell times such as platform billboards were chosen to give commuters plenty of time to take The Voice in.
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— A selection of Tubecards featuring The Voice
On the move. In addition to billboards The Voice also appeared inside carriages as Tubecards. This gave us the chance to be even more specific about when and where the reader was seeing The Voice.
The Voice campaign has changed forever the way Metro presents itself to the world, creating a character, personality and comic disposition that has developed a life of its own
Director of Marketing, Metro