Metro Dailies Coordinate News Copy With Ads for Nokia

Media Owner Acts Like Media Agency to Tackle a Marketing Problem

Published on .

Brand: Nokia 6630
Brand owner: Nokia
Category: Telecoms/Mobile
Date: May-June 2005
Country: France, Spain, Italy, U.K., Sweden, Denmark, Netherlands
Media Agency: MediaCom
Other Agencies: N/A
Media Owner: Metro International, Associated Newspapers

This is a classic Cream case study of a media owner pooling its intellectual resources to address a client's marketing problem -- rather like an agency. And, in the process, the idea employs a unique

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aspect of the medium itself. In this case, it is the newspaper production process -- strategically appropriated for the purposes of a relevant brand communication. The result may be an "ad on a page" but the insight and work behind it makes it one of the best examples of newspaper creativity this year.

Metro's simple insight for Nokia was that consumers are still unaware of the practical benefits of 3G technology. The outcome of the work was Nokia ads placed in key sections of the paper. The difference was that the phones had on their screens the exact editorial copy on the live newspaper pages. Thus the ad in the news section showed the same headlines as the page it was on and likewise for the finance, entertainment and sport sections. Nokia even provided the paper's contents page. The message acted as an elegant mirror -- the phone can be your daily paper.

But how could Nokia's copywriters have possibly predicted the Metro editorial? Of course, the Metro International team developed the ads once the proofs had been signed-off by the editor. This involved some incredibly quick work -- as the commercial team was sandwiched between editorial concerns and inflexible print deadlines. This is all the more impressive given that Metro managed this feat across seven local issues. This has achieved impressive recall scores and is a fine example of how newspapers can provide creative and relevant brand solutions.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database.

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