News & Opinion

Chatty ads: Metro’s Tesco takeover creates an unexpected conversation

Tesco launches its supermarket Club Card Plus in today's Metro.

Mail Metro Media and Tesco have partnered this morning [Friday 15th November] to surprise commuters up and down the country with a unique Metro newspaper takeover ­– running both a humorous cover wrap and reactive adverts throughout the front half of the paper that “talk back” directly to real-time news stories.

Today’s campaign launches the supermarket’s Club Card Plus ­– a brand new subscription card that offers customer benefits and cashback rewards.

The commercial editorial and design teams at Mail Metro Media worked side by side with Tesco and Metro’s editorial team, led by editor Ted Young, attending the previous day’s news briefing conferences to create and run ads contextually against Friday’s top news and feature articles. The partnership was brokered by Mediacom, who were also actively involved in creating the campaign.

Mail Metro Media’s Partnerships Director, Amber Moore said: “We have loved working collaboratively with Tesco and Metro’s editorial team on this challenging and creative campaign. Innovative activity like this further promotes print as a relevant, reactive and flexible format in which to advertise.”

With the rapid breaking and developing of real-time world news stories, this campaign was high-risk and high in excitement, with Tesco committed to running the reactive adverts no matter what ­­– generating a dynamic and creative buzz throughout the Mail Metro Media office on the day’s lead-up.


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