We recruited, through the major local radio station, its website and the paper, four contestants to live in a Mini Car in Newcastle city centre for a week.The event, Live in It to Win It, was broadcast 24/7 using the power of live radio. A contestant was evicted from the car daily as people voted for whom they wanted out. The last person left in the car got to drive it away.

In total, a staggering 210,000 votes were cast via phone, SMS and the website. 84% of Newcastle's population engaged with the Metro brand through this mechanic.Research substantiated the effect further with a 120% improvement in recall and affinity. Metro created affinity and became a brand for the people of Newcastle.