Metro launches 'Science of Engagement' trade activity. 'Johnny Ball Reveals All' live show to kick off campaign.

Metro, the UK's only Urban National newspaper, is joining forces with TV presenter Johnny Ball to discover the secret of 'The Science of Engagement'.

Johnny will launch the campaign with a live show at the London Studios. Demonstrating the secrets behind Metro's winning formula, Johnny will entertain an audience of media planners and buyers with scientific experiments, research, great prizes and good old-fashioned show biz. The show will be filmed on the night and produced as a DVD.

'The Science of Engagement' campaign will explore the four ingredients that together ensure Metro's successful engagement with its readers. A combination of the right consumer mindset, an attractive message, the right environment and the relationship with the reader will all be revealed as the essential ingredients for creating the ever-elusive state of 'Engagement'.

'The Science of Engagement' campaign will continue after the show with the follow-up DVD and a Johnny Ball science set for key contacts. Agencies and advertisers will then be invited to put 'The Science of Engagement' theory to the test as Metro launch a competition to win a £300,000 advertising campaign.

Metro's creative agency VCCP have worked on the content and design of the campaign, as well as input from Johnny Ball himself.

Simeon Adams, Metro's Planning Director said: “Rather than just talking about Metro's ability to engage we thought we'd demonstrate it. Doing this with a series of boardroom presentations just isn't our style and doesn't really cut it. We have put our money where our mouth is- not only with a highly interactive and engaging trade marketing campaign and event, but with a very bold commitment with our competition."

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For further information contact:
Michael Sugden at VCCP on 020 7592 9331 or visit www.vccp.com