Our goal was to get 100 highly suited Metro Stewards – for this we needed 300 applicants – we got 850. On branding – awareness of Metro rose from 65% to 90% but most of all the brand values such as friendliness and helpfulness was build in to the brand. In the mind of the consumer Metro is now strongly associated with these values. 1. Key media:Mister Nice guy trapsScaffold adsBillboardsTaxi adsPostcardsThe campaign ran for a period of 4 weeks. The total media budget was 110.000 Euro. Distributed the following way:Mister Nice guy traps: 12.000Scaffold ads:41.000Billboards: 48.000Taxi ads: 5000Postcards: 40000Examples of billboard and taxi ads:The ads where all text.1. We have heard that you have a very nice girlfriend... It’s about time that you share her with the rest of the city! We are now looking for the new friendly Metro Steward Send us your application online: www.metrosteward.dk2. We have heard that you are the perfect host...Can you make 65.000 quests feel at home every day? We are now looking for the new friendly Metro Steward Send us your application online: www.metrosteward.dkTaxi ad:3. We have heard that you always laugh out of politeness of the Taxi drivers jokes.... There is a future and money in this...We are now looking for the new friendly Metro Steward Send us your application online: www.metrosteward.dk The budget was very small so in order to boost the campaign we had to come up with alternatives ideas. As the opening of the new Metro was a significant historical event among the citizens of Copenhagen we were looking at ways of creating a campaign which was very visible in the city landscape and with a high impact and involvement by the citizens themselves. Therefor our focus turned to the outdoor media combined with events that could boost the budget by generating free PR. For a period of 3-4 weeks we almost owned specific outdoor media e.g. scaffolding ads and carried out more than 350 events all over the city. In turn the Internet was used to inform about the job and applicants submit their applications online. This saved money and time and made it possible to use the outdoor media with the prime focus of generating awareness and interest for the job. With a good idea we managed to get awareness about the Metro Steward with a very small budget. The idea hit the heart of the modern urban person who is too stressed to stop up and help. In the way it reached deeper and created relevance in the mind of the consumer. People actually started to talk about the lack of friendliness in Copenhagen. And it was exactly the link to our friendly Metro Steward and the Metro as a friendly place to come we wanted to convey – and succeeded in doing so. The event in itself cost 12.000 Euro to make. The event became the talk of the town and we got exposure in the TV media for the equivalent of 100.000 Euro.

The budget was very small so in order to boost the campaign we had to come up with alternatives ideas. As the opening of the new Metro was a significant historical event among the citizens of Copenhagen we were looking at ways of creating a campaign which was very visible in the city landscape and with a high impact and involvement by the citizens themselves. Therefor our focus turned to the outdoor media combined with events that could boost the budget by generating free PR. For a period of 3-4 weeks we almost owned specific outdoor media e.g. scaffolding ads and carried out more than 350 events all over the city. In turn the Internet was used to inform about the job and applicants submit their applications online. This saved money and time and made it possible to use the outdoor media with the prime focus of generating awareness and interest for the job.