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METRO announces the annual “Own Business Day”
Founded in 2016 as a way of showcasing independent business owners worldwide which form the heart of every neighbourhood, METRO "Own Business Day" will be rolled out across 24 countries as it turns into a rapidly growing international movement. Serviceplan Campaign Hamburg, the global creative lead agency of METRO since September 2014, is once again masterminding the activation.
The second Tuesday of October is a special day when METRO calls to pay tribute to its customers and to celebrate dedicated business owners. Own Business Day features business owners’ special offers and promotions, which they upload for customers to find on the online platform www.own-business-day.com. Through Own Business Day METRO champions Independent businesses by celebrating what makes them special.
This year the campaign has evolved from 20,000 special offers created by participating businesses during "Own Business Day" 2016, to around 100,000 in 2017. METRO is inviting Own Businesses to participate and customer to take part in the celebration on October 10th all around the globe.
Serviceplan Group Chief Creative Officer Alexander Schill commented: “We are happy that ‘Own Business Day’, an idea invented by Serviceplan Campaign in 2016 as a creative way for METRO to pay tribute to their 21 million customers around the world with an integrated campaign, has become an even bigger movement engaging independent businesses and recognizing the place they hold in their communities.”
Serviceplan developed the campaign targeted towards not only METRO’s 21 million existing customers but towards all independent business owners. In close partnership with the digital experts of ACTUM the agency is responsible for the online platform own-business-day.com, on which owners could post special offers. Customers can view the offers on the platform’s map to find out what is happening in their area on October 10th.
Each participating METRO country uses a combination of TV commercials, print advertisements (e.g. billboards), online advertising material, and/or social media to highlight Own Business Day for METRO customers and end customers. Filmed and photographed by Stuart Douglas, the ads portray business owners in their places of work, in scenarios demonstrating the passion business owners have for their own businesses.
This integrated, global campaign is a milestone for METRO in the sense that it is a strong brand communication. With the METRO Own Business Day METRO focusses on its contribution to make independent businesses more successful.
The official hashtags are #ownbusinessday and #loveownbusiness.