The Brief
As part of the wider Guinness Arthur’s Day campaign, we were tasked with creating a remarkable advertising format by implementing a media first. The objective was to encourage readers to engage with the newspaper and help build awareness of the Arthur’s Day event, prompt people to celebrate on the 23rd September and raise a pint to Arthur.

The Campaign
In the run up to the 23rd September, half page ads were used to build the overall awareness for Arthur’s Day. Then on the morning of Arthur’s Day, we allowed Guinness to takeover our front page, by personalising the masthead and by also changing the format of Metro Herald to a compact edition, readers had to open up their newspapers in a new way, giving the engagement and media first Guinness were looking for!

The Results

• 72% unprompted awareness for the Guinness Arthur’s Day takeover edition ad and there was 93% unprompted recognition that Guinness / Diageo was the brand
• Three quarters of Urbanites remembered seeing the ad
• Urbanites described the ad campaign as being ‘Sociable’, ‘Creative’ and ‘Interesting’
• Approx 14,000 Urbanites said they celebrated Arthur’s Day
• 45% of Urbanites said the ad was a driver to attend the event
• 4 in 10 said that the Guinness Arthur’s Day event made them feel more positive about the brand

The Brief
Red Bull Illume is a global sports/ action photography competition.  The final 50 photographs were selected to take part in a touring exhibition, which was held in Trinity College Dublin and Red Bull needed to attract 20,000 people to the location over the 2 weeks. That’s when they came to us…

The Campaign
6pp Glossy Gatefold day of launch for a big impact intro, on-going ¼ page ads to keep the awareness of the event up , two week sponsorship of the ‘Big Picture’ using the stunning photographs from the event and editorial interviews with the photographers to bring the imagery to live, plus Metro Herald was a main media partner for the event

The Results

• 41% remembered seeing the ad and half of these spontaneously recalled Red Bull as the sponsor for the event.
• The ad itself was seen as ‘Creative’, ‘Interesting’, ‘Engaging’ and ‘Innovative’.
• 15,000 Urbanites attended the event and half of these cited the ad in Metro Herald as a driver to attend.
• Urbanites felt the event itself was ‘Artistic’, ‘Modern’, and ‘Interesting’, key for an event such as this.
• Importantly, 1 in 5 said they would like to attend an event like this again in the future (59% of those attended said they would definitely do so)
• Finally, 1 in 5 felt that the campaign and event left them feeling more positive about Red Bull

The Brief
Haagen Dazs encouraged readers to ‘Share Their Moments of Summer’ by entering photographs to their Facebook competition in order to win prizes.

The Campaign
Sponsorship of the Mailbox and Big Picture editorial page, combined with front page strips and 10 x 7 ads across a 5 week campaign

The Results (Pre & Post campaign research)

• Spontaneous awareness of the brand increased 11% (to 70%) in the post campaign study.
• Recall for seeing Haagen Dazs advertising jumped from 29% (pre) to 59% (post) in Metro Herald
• Those who recalled the ad itself claimed to have seen it 5 times (showing a good level of saturation)
• Half felt more positive about Haagen Dazs as a result of the campaign.
• 1 in 5 sought more info about the brand, and the same number also visited the Facebook page associated with the campaign
• Importantly, a fifth felt more inclined to purchase Haagen Dazs as a result of seeing the ad (amongst those who had purchased Haagen Dazs over past 12 month this figure was over 2 in 5)
• Finally, the ad scored positively in terms of a sense of a “brand for sharing” which is in tune with the campaign objective

The Brief
The overall campaign objective was to enhance consumer interaction and engagement. The concept was focussed around 'Your Bottle, Your Design, Your Heineken'. The idea was conceived on the back of the ‘Your Heineken’ brief as a way of allowing Metro Herald readers to interact with the new personalised product available via the Heineken website.

The Campaign
4pp Glossy Centre spread that included a clever die-cut, offered a unique twist to the execution and pushed the boundaries with this first-to-market interactive print solution.  The campaign was extended through and 2&3 DPS and creative shape quarter page ads running over 3 weeks.


The Results

• 43% spontaneous awareness of the ad campaign. This figure rose to 73% when respondents were prompted
• 86% of those noticing the ad recognised Metro Herald as the source
• Urbanites saw the ad campaign as ‘Creative’, ‘Fun’ and ‘Innovative’
• Of those who noticed the ad 1 in 6 visited the website, driven mainly by males. Of those who actually visited the site, an encouraging 16% ordered a personalised pack, with a further one third involved in ‘playing and creating a bottle’
• A quarter of Urbanites felt more positive about Heineken as a result of seeing the ad

The Brief
Fuji challenged Metro Herald to encourage readers to start printing out their digital photos again as many people just keep them stored on their computer or facebook and to raise awareness that Fujipix.ie can print digital photos for only 10cent per picture. 

The Campaign
Across a week, the campaign started with a series of quarter page teaser ads, based around a character called Mark who had lost his laptop with all his photos stored on it. The teaser part aimed to get readers talking and building intrigue around Mark and his lost laptop. A full page ‘Reveal’ advert on the Friday then showed Fujipix.ie informing Mark that they can print photos from 10cent. A campaign of full pages and half pages then reinforced Fuji’s key messages of driving people to Fujipix.ie to print their photos online. 

The Results

• 70% unprompted recall for the advertising campaign with 62% spontaneous awareness for Fuji
• 64% of Urbanites thought that ‘Mark’ really had lost his laptop and that the ads were real
• 4 in 10 Urbanites were entertained with the ‘reveal’ ad when they saw it
• As a result 40% of Urbanites noticed the Fujipix.ie ads that ran subsequently
• Finally, 2 in 5 were more inclined to use Fujipix.ie on the back of the ‘Lost Laptop’ ads