News & Opinion

Metro teams up with O2 for "cracked" cover wrap

On Friday 8 September, Metro collaborated with O2 and Havas to create a translucent cover wrap that resembles the broken screen cover of a mobile phone.

To promote O2's new contract that replaces cracked screens for free, Metro designed its first ever translucent wrap to help showcase the offer to O2 customers.

The cover wrap was available on all of Metro's London editions (925,000 copies) and set out to grab the attention of Metro's millennial audience. According to Metro, the use of the translucent paper laid over corresponding newsprint provides a unique platform for brands' campaigns.  

Grant Woodthorpe, commercial managing director of Metro, said: "Metro's innovative print solutions provide advertisers with maximum standout. We were chuffed to work with O2 to produce this high impact, imaginative and fun creative for our young urban audience to enjoy on their morning commute."

by Lydia O'Neill 12/09/17

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