Campaign
Metro Student Campaign
Metro offers students 10% off with their student ID at checkout. A campaign seen around universities and CEGEPs.
- ClientMetro
- ScopeCampaign
- MediaOut-of-home
- TimelineFall back-to-school
Speak student. Without pretending to be one.
Metro wants to become the go-to grocery store for students living on their own, the ones who stock the fridge themselves. The trap: a brand that imitates how young people talk always sounds fake. Better to laugh with them.
“We didn’t want to lecture students. We wanted them to recognize themselves, and smile as they walked past the poster.”
Olivier Charbonneau, Marketing Director, Metro
The idea
Even on
Two words that drive the main point home: the discount applies to everything. Each poster finishes the sentence and slips in an argument along the way: the choice runs all the way to ingredients you can’t name, there’s plenty to eat well, and the prepared meals probably beat your chef skills.
Metro’s offer comes with a wink, in the voice of a roommate rather than a flyer. An ad that works is an ad that gets a reaction: if we get a smile, we know the message sticks.
Sticker Even on ingredients you can’t even name
Sticker Even on what’s good for you
Sticker Even on dishes you’ll never make yourself
“We didn’t touch the offer. We just added a little spice.”
Sylvain Thomin, copywriter and co-founder of Alléluia
On the ground
From campus to checkout.
The campaign runs in stores and around universities and CEGEPs, right where students walk between classes.
“Food in extreme close-up, bold colours and a sticker that spills off the frame. From afar, you see the food. Up close, you get the joke.”
David Lamarche, art director and co-founder of Alléluia
Fresh ideas on everything.
Even on a promo that never changes. At Alléluia, that’s our department.
Credits
- AdvertiserMetro
Olivier Charbonneau, Aminata Touré, Patricia Boucher Saint-Louis, Chantal Fortin - Creative agencyAlléluia
- CopywritingSylvain Thomin
- Art directionDavid Lamarche
Next project
