A worldwide stage was created through a unique partnership with Metro. A competition ran asking readers to respond to the question ‘what do you have to say about your city’ by submitting a visual representation along with interesting ‘secrets,’ with the winning entries (as voted for by other readers) appearing on the front cover of Metro in all editions in each city.

The topic and opportunity resonated extremely well with Metro readers for it encouraged them to take enormous pride in their entries, the microsite providing a platform to share their designs. Consequently, a fantastically wide range of entries from photography to collages to crayon drawings were submitted. Through the topic and the exceptional prize, a community was built by itself with users sharing, viewing, voting and printing other entries. A facebook application allowed the competition to spread virally, with entrants compelling their friends to vote!

Over 2000 entries submitted with over 630k votes registered on the site equivalent to more than the entire population of Genova! Overall 60% of readers thought the brand was more appealing as a result of the campaign. 1 in 5 readers now agree that HP is an innovative brand.