Once upon a time…

To bring it’s ‘Open Your City’ proposition to life in London, Heineken was looking for a partner that could deliver both content and live experiences that connected with their ‘Man of the World’ target audience. Metro had the right audience and opportunities and with the help of a pitch from Story, Heineken realised Metro was an entertainment brand with the right ideas and know-how to help create a multi-platform cultural activation programme.

 Here’s what we did…

Every week, we recommended the hottest events in the city with a DPS in paper, appealing to our urbanites unique appetite for mid-week entertainment ideas. We leveraged every part of the Metro brand with the campaign not only including weekly features in paper with dedicated writers sourcing the best content, but also Native online articles, personalised emails AND we granted them access via weekly comps to six of our bespoke events.

And they all lived happily ever after….

Metro readers were highly engaged with this campaign:

  • +97% association with quality events in London
  • 66% did something as a result of the campaign
  • 86% increase in likelihood to choose Heineken in future
  • +106% association with fun
  • +115% association with passionate
  • +100% associations of premium

Personalised emails:

  • 43% average open rate
  • 4.27% average click through rate
  • 130,000 engaged subscribers

Not only was the campaign a big hit with our readers but Heineken loved the content so much it also popped up as part of their wider digital out-of-home campaign, and continues to run in Metro, indefinitely.

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