Brief 5.

D&AD brief

Brief Title
Metro

The brief
Create a transport advertising campaign and strapline that cuts through the visual noise of the everyday commute to promote Metro newspapers.

Considerations
Promote Metro to readers as the best way to get up to speed woth the latest news in the morning. Increase warmth towards the Metro brand.
Get readers to think about Metro as a personality rather that a product/utility.
Ensure Metro is the first choice and encourage loyalty to the brand.
Most commuters follow a set pattern in travelling. Successful work will demonstrate how the response can stand out from the noise and grab the attention of the passing person.

Target audience
Ubanites.
A typical urbanite is aged 18-44 and falls under the ABC1 socio-economic demographic, reflecting their higher-than-average income. As a person they are in full time employment and live or work in an Urbam area in the UK. They love their cities and city living. They are time-starved, media-literate and love new trends.

Background
Metro is the UK's 3rd biggest weekday newspaper with around 3.5 million readers. Distributed in 33 cities in the UK it differs from paid-for newspapers by having no political agenda.
The paper is designed for a busy working audience who want bitesized news, sport and enterainment plus information on things that are relevant to their lifestyles, such as fashion, food and travel.
As a morning newspaper it's designed to be read during the commute to work. The average time spent reading it is 30 minutes.

Mandatory requirements
Create a strapline that can be used accross consumer facing activity.
Include Metro's logo and website and adhere to branding guidelines.
Ensure ideas work nationally across Metro's 16 urban areas.

Deliverables
A minimum of 3 posters which show how the strapline can be incorporated into a campaign using a selection of transport media (bus sides, tube/bus panels, 6 sheets at stations/bus stops etc).
A2 boards