Cannes Lions

METRO

MOMENTUM WORLDWIDE SPAIN, Madrid / METRO MADRID / 2008

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Overview

Entries

Credits

Overview

Execution

In the stations, inside the trains, an ‘aerobics teacher’ gave stretching classes to underground users, to stretch their bodies in line with MADRID UNDERGROUND. Outside and around the underground entrances, using the ‘Twister’ game with the Underground map, we invited users to play, stretching their bodies, to become aware of the extension works and get prizes. Around the Underground entrances, we gave out frozen ice-poles in the colours of the new Underground lines that, once opened, also ‘stretched’ just like the underground lines. Around the underground entrances we delivered leaflets which were streamers with the colours of the new Underground lines.

Outcome

Total acceptance by the public.100% participation of the surrounding public.320,000 contacts made inside the Underground.160,000 leaflets distributed inside the Underground.4,800 participations in the Twister game.6,300 ice-poles handed out.

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