A brand campaign for
A brand campaign for
MetroPlus: An Overview
MetroPlus: An Overview
• MetroPlus is the city-specific supplement of The Hindu, offering a panoramic view of the city.
• With breezy coverage on lifestyle, culture, heritage, cinema, fashion and food, the supplement fortifies
the brand offering of the mother brand, The Hindu. • The brand has pan-India reach and recall: The supplement is published in major Indian cities – Chennai, Bangalore, Coimbatore, Hyderabad, Madurai, Mangalore, Puducherry, Vijayawada, Vishakhapatnam, Kochi, Delhi and Trivandrum
Re-launch
• In April 2014, the supplement was re-launched a fresh, all-new, revamped product • What’s new • Contemporary, sharper columns
• Cleaner layout • Vibrant, refreshing and crisp outlook
• Intending to stand for everything fun, peppy and edgy catering to the well-informed, upwardly
urban youngster
Re-launch: The Transformation
The Campaign
The Campaign: Objective
To position the new MetroPlus as a refreshing product that caters to the wide spectrum of city-specific interests of the astute, confident youngsters of today, thereby empowering them.
To reinforce the perception of MetroPlus as a supplement that speaks to those with eclectic tastes, reflecting every one of them.
The Campaign: Concept
• Today’s youth like to be perceived as being multi-talented, with a variety of interests and pursuits. •
They aspire to be well rounded, interesting and a lot more fun.
• They would like to carry a conversation on more than one subject, gel well in multiple crowds, and appear multi-faceted. • The campaign, therefore, showcased four model youngsters with various shades to their personalities: • A karaoke-crazy, cricket-obsessed moviebuff • An occasional backpacker, also an amateur painter and an aspiring masterchef • The sign-off is that MetroPlus taps into the many sides to a person, covering the best of what
matters to them.
Campaign Mix
The Campaign: Mix
Print Ads In The Hindu Group publications
Reader Engagement Targeting youngsters in key markets
Campaign Mix
Advertiser Connect Promotion Through leading trade magazines
OOH Advertising Across vantage points
Print Campaign: Launch Day
On launch day, millions of readers across the country awoke to a vibrantly packaged newspaper: The Hindu carried a MetroPlus branded full-page
jacket, signalling the make-over of their favourite city supplement.
Page 1 and 2 of The Hindu dated April 14th, 2014
Print Campaign
A sustained print campaign was carried in The Hindu and other publications of The Hindu Group, to
strengthen the refreshed supplement’s brand
visibility. A sample of print ads that were published.
The Hindu dated April 15th, 2014 carries a MetroPlus advertisement.
Outdoor Campaign • Vantage points in the city sported MetroPlus branding, to drive Top-of-Mind recall
for the brand.
• Buses, the most popular means of public transport in the city, also carried
MetroPlus branded panels.
Promotion in Trade Magazines
Advertisements were published in leading
trade magazines in the country to reach out
to the advertising
fraternity.
Reader Engagement As an extension of the campaign, a reader-engagement activity was carried out with the objective of giving readers a chance to experience the campaign, bringing it alive. They were invited to send in profiles of their ‘interesting interests’. The best of entries were featured in MetroPlus.
From the pages of MetroPlus Chennai dated June 30th, 2014
An ‘interesting reader’ profile published in MetroPlus Hyderabad dated June 5th, 2014.
Weekend Avatar – MetroPlus Mélange The Saturday edition of MetroPlus was revamped
and packaged as
MetroPlus Mélange, a supplement that was positioned as being the
weekend guide to ‘the good life’. Print ad published in The Hindu to promote MetroPlus Mélange.
Impact
Impact The re-launched MetroPlus made waves, appealing to appreciative readers. The campaign successfully supplemented the re-launch efforts, strengthening the MetroPlus brand image, and resulting in a 15% growth in revenue.
MetroPlus: An Overview
MetroPlus: An Overview
• MetroPlus is the city-specific supplement of The Hindu, offering a panoramic view of the city.
• With breezy coverage on lifestyle, culture, heritage, cinema, fashion and food, the supplement fortifies
the brand offering of the mother brand, The Hindu. • The brand has pan-India reach and recall: The supplement is published in major Indian cities – Chennai, Bangalore, Coimbatore, Hyderabad, Madurai, Mangalore, Puducherry, Vijayawada, Vishakhapatnam, Kochi, Delhi and Trivandrum
Re-launch
• In April 2014, the supplement was re-launched a fresh, all-new, revamped product • What’s new • Contemporary, sharper columns
• Cleaner layout • Vibrant, refreshing and crisp outlook
• Intending to stand for everything fun, peppy and edgy catering to the well-informed, upwardly
urban youngster
Re-launch: The Transformation
The Campaign
The Campaign: Objective
To position the new MetroPlus as a refreshing product that caters to the wide spectrum of city-specific interests of the astute, confident youngsters of today, thereby empowering them.
To reinforce the perception of MetroPlus as a supplement that speaks to those with eclectic tastes, reflecting every one of them.
The Campaign: Concept
• Today’s youth like to be perceived as being multi-talented, with a variety of interests and pursuits. •
They aspire to be well rounded, interesting and a lot more fun.
• They would like to carry a conversation on more than one subject, gel well in multiple crowds, and appear multi-faceted. • The campaign, therefore, showcased four model youngsters with various shades to their personalities: • A karaoke-crazy, cricket-obsessed moviebuff • An occasional backpacker, also an amateur painter and an aspiring masterchef • The sign-off is that MetroPlus taps into the many sides to a person, covering the best of what
matters to them.
Campaign Mix
The Campaign: Mix
Print Ads In The Hindu Group publications
Reader Engagement Targeting youngsters in key markets
Campaign Mix
Advertiser Connect Promotion Through leading trade magazines
OOH Advertising Across vantage points
Print Campaign: Launch Day
On launch day, millions of readers across the country awoke to a vibrantly packaged newspaper: The Hindu carried a MetroPlus branded full-page
jacket, signalling the make-over of their favourite city supplement.
Page 1 and 2 of The Hindu dated April 14th, 2014
Print Campaign
A sustained print campaign was carried in The Hindu and other publications of The Hindu Group, to
strengthen the refreshed supplement’s brand
visibility. A sample of print ads that were published.
The Hindu dated April 15th, 2014 carries a MetroPlus advertisement.
Outdoor Campaign • Vantage points in the city sported MetroPlus branding, to drive Top-of-Mind recall
for the brand.
• Buses, the most popular means of public transport in the city, also carried
MetroPlus branded panels.
Promotion in Trade Magazines
Advertisements were published in leading
trade magazines in the country to reach out
to the advertising
fraternity.
Reader Engagement As an extension of the campaign, a reader-engagement activity was carried out with the objective of giving readers a chance to experience the campaign, bringing it alive. They were invited to send in profiles of their ‘interesting interests’. The best of entries were featured in MetroPlus.
From the pages of MetroPlus Chennai dated June 30th, 2014
An ‘interesting reader’ profile published in MetroPlus Hyderabad dated June 5th, 2014.
Weekend Avatar – MetroPlus Mélange The Saturday edition of MetroPlus was revamped
and packaged as
MetroPlus Mélange, a supplement that was positioned as being the
weekend guide to ‘the good life’. Print ad published in The Hindu to promote MetroPlus Mélange.
Impact
Impact The re-launched MetroPlus made waves, appealing to appreciative readers. The campaign successfully supplemented the re-launch efforts, strengthening the MetroPlus brand image, and resulting in a 15% growth in revenue.
