Once Upon a time…
Paddy Power wanted to collaborate with a media partner who could make a huge impact in furthering it’s already successful Rainbow Laces campaign, which aims to drive change in attitudes towards homosexuality in football. Paddy Power’s media agency, M2M approached Metro and together we came up with a plan to hijack the newspaper!
Here’s what we did…
A Special Rainbow Laces edition of the newspaper was published that day with a bespoke campaign masthead and pages of editorial content in news and sport were devoted to the campaign.
What really made it exceptional, was all our brilliant advertisers getting on board and wearing the Rainbow Laces logo on their ads, some even tailoring their copy to the cause.
Over 50 advertisers came together for Metro’s biggest ever brand collaboration and the undisputed print campaign of the year – driving almost £400K worth of revenue into the special edition.
And they all lived happily ever after….
3.4million readers picked up the newspaper that morning and millions more saw it on social media with #Metro and #RainbowLaces consistently trending on Twitter between 7.50am and 2.50pm that day.
This campaign struck a real cord with Metro readers:
- 91% agree that ‘seeing brands like this working together makes the message very powerful’
- 86% agree that ‘brands have the power to help change attitudes to homosexuality in sport’
- 67% of Metro readers remember seeing the campaign when prompted
- 63% read the editorial coverage and considered it interesting and thought provoking
This massive undertaking wasn’t just a big morning for Metro, it was a bright day for the campaign and client, readers and advertisers too.