In a first for Metro, the Fiat 500 TwinAir competition will launch on Thursday 25 August with an in-paper and online scratch and reveal cover wrap revealing ideas for Everyday Fun. Readers are then invited to submit their own suggestions of Everyday Fun ideas and activities to Metro to be in with a chance to win one of 40 prizes including restaurant and shopping vouchers as well as cinema and theatre tickets.
The scratch off area on the cover wrap will intrigue readers and inspire them to find out more about the competition and submit their own entries. The best entries and winning ideas, as judged by a team from Metro and Fiat, will be featured both in the paper and online on a weekly basis.
Grant Woodthorpe, Executive Director, Sales and Commercial Development at Metro, said: “At Metro, we’re always looking for exciting new ways to engage our readers and give advertisers the best possible platform for their message. We’re delighted to collaborate with Fiat on this campaign and it is a great example of the creativity Metro can offer clients. The campaign is great fun and will speak directly to our urbanite audience who live, work and play in the City.”
Elena Bernardelli, Marketing Director at Fiat UK, said: “The Fiat 500 TwinAir, with its award winning engine and its captivating sporty look, represents the best choice for whoever wants to inject a bit of fun in their everyday lives. The Metro campaign will allow readers to engage with the car’s personality and to share their own fun ways of life.”
The partnership with Fiat 500 TwinAir was handled by media agency Maxus. Emily Rich, Account Director at Maxus, said: “We’re delighted to have put together this promotion for Fiat with Metro as the audience is spot on and the mechanic should really engage our audience and bring the Everyday Fun proposition to life.”
The Fiat 500 TwinAir campaign will run Thursday 25 August – 23 September 2011 and is aimed at everyone who appreciates the fun side of everyday busy life.
The Fiat 500 TwinAir features the lowest co2 emission petrol engine in the world and will be part of Metro’s low carbon motor event EcoVelocity on 08-11 September. Readers can also win tickets to the event in the EveryDay Fun campaign.
