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Metro International: "Accidentially on Purpose"

May 13, 2013 - Luxembourg

How the 'biggest mistake' in newspaper historyhelped fuel the world's largest photo competition

In November 2012, Metro readers were surprised to find their familiar (andfavorite!) newspaper was completely without photos. Word quickly spreadacrosssocial media that Metro had screwed up - a huge mistake.

But of course: This was no mistake. The ad agency TBWA Copenhagen had beentasked with developing a sticky campaign for the world's biggest photocompetition: Metro Photo Challenge. This "No Picture Edition" paid tributetopictures by proving how much we miss them when they are not there.

This innovative campaign - together with a new platform and a fantasticphotoexpedition as a prize for the winners - proved highly successful as theMetroPhoto Challenge 2012 received buzz on social media worldwide, whichresulted ina 377% increase in participants, a 139% increase in visitors and 139% morephotos. It was the sixth time the competition ran worldwide, and theresultswere better than ever before.

The No Picture Campaign recently received four awards in the CreativeCircleAwards: the Ambient Award, Integrated Award and Event & Digital EventsAward.Metro also received the award for Client of the Year.

Metro Photo Challenge in total received eight prize nominations fromCreativeCircle, INMA, Communicator Awards and Marketing Week.

"To publish an entire newspaper without pictures and make it look like theworstmistake ever in the history of newspapers is a quite simple idea. And yetquitedaring to conceive" says Creative Director Tom Olsen from TBWA. "But therealcourageous part of that idea is to execute it so boldly anduncompromisingly asMetro did. I am so happy that once again creative thinking combined with afearless execution proved to be so efficient."

"What a year! I have been delighted to see the reach of Metro PhotoChallenge2012 recognized by netting top places in 8 different international awards,"saysJeremy Bryant, VP of Commercial for Metro International. "Thanks to thesynergies between our global headquarters and the local expertise of ourmanagement teams in 23 countries, visibility for Metro Photo Challenge'spartners now reaches over 100 million people over a sustained period. Butitdoesn't stop there - we are preparing for our 2013 edition, and expect anevenhigher reach."


Metro is the largest international newspaper in the world. Metro ispublishedin over 100 major cities in 23 countries across Europe, North & SouthAmericaand Asia. Metro has a unique global reach - attracting a young, active,well-educated Metropolitan audience of over 18 million daily readers.

Accidentally on Purpose:

This announcement is distributed by Thomson Reuters on behalf ofThomson Reuters clients. The owner of this announcement warrants that:

(i) the releases contained herein are protected by copyright and other applicable laws; and

(ii) they are solely responsible for the content, accuracy and originality of the information contained therein.

Source: Metro International via Thomson Reuters ONE


For any inquiries to become a partner of Metro Photo Challenge in one of
Metro's local markets, or on a global level, please contact:

Jeremy Bryant
VP Commercial Department
+46 8 120 570 06
Email Contact


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