The pitch
The launch of the free press overturned the media landscape in France by offering a new reading contract: free, essential information delivered from hand to hand. A new model that has seduced a whole generation who have abandoned traditional media. The title was quickly boycotted by all the editors of the paid-for media, who saw its mere presence as a threat to their own existence.
The strategy
By working on press reviews for audiovisual media (less affected by the war between paid-for and free titles), we succeeded in making Metro a daily that had to be considered in the same light as the traditional press. This tactic has paid off, by circumventing the “free press = no deciphering” divide into which this young title – with its unsubsidized business model – was in danger of falling.
The results
With over 800 press review contents generated in one year, we have transformed press content and press review content.
