Metro: Own Business Girls, 1

Credits & Description:

Client: METRO AG
Agency: Serviceplan Campaign Hamburg & Serviceplan Innovation Team
Communication & PR Agency: Achtung!
Media Agency: Mediaplus Media 3
Global Chief Creative Officer, Serviceplan: Alexander Schill

Serviceplan Campaign Hamburg:
Managing Director: Michael Schneider
Executive Creative Director: Leif Johannsen
Executive Creative Director: Patrick Matthiensen
Creative Director: Jakob Rheinlaender
Creative Director: Hugo Gstrein
Senior Account Manager: Mirjana Dmitrovic
Account Manager: Annemarie Groppe
Account Manager: Domenik Raabe
Art Director: Mojca Zavolovsek
Senior Copywriter: Vera Karpova
Copywriter: Julius Schneider
Copywriter: Manuela Rondon
Trainee: Xenia Nikolakopoulou

Serviceplan Innovation Team:
International Account Director: Diane Schulz
Creative Operations: Thyra Dahl
Senior Motion Designer: Dennis Fritz

Achtung!:
Mirko Kaminski, CEO
Management Supervisor: Cornelia Lindberg
Account Manager: Lena Marg
Junior Account Manager: Carina Kircheis
Social Media Manager: Malte Fleuter

Freelance:
Director & Producer: Jens Schwengel
Editor: Hannes Seth
Photographer: Valentin Ammon

METRO:
Global Director Branding & Activation: Gisele Musa
Head of Brand Development: Anila Brahmakulam
Senior Marketing Manager Global Branding & Activation: Julia Muenster
Spokesperson / Corporate Communications & Public Policy: Katharina Werner
Head of Media Relations: Sirin Emre

Serviceplan Group:
Junior Account Manager: Domenik Raabe
Senior Motion Designer: Dennis Fritz
Published: June 2018
Synopsis:
An initiative launched on International Women’s Day in METRO’s hometown Dusseldorf turned 11 newborn girls into the youngest entrepreneurs in the world. Every baby girl born in the city on that day has been given the opportunity to go on a first business adventure – thanks to a special business card granting access to a deposit worth 2,000 EURO.
METRO conducted the “International Own Business Study” in 10 countries with 10,000 participants in order to gain insights into how to further support independent businesses. The study also showed that women take a strong interest in entrepreneurship, with 45% dreaming of starting their own business. However, only 12% said it was ‘very likely’ that they would ever turn their dream into a reality. The main reason?
“Insufficient financial support”, stated by 49% of women. In response to these findings, METRO took the initiative of kick-starting the careers of young women, with the “Own Business Girls” campaign conceived by Serviceplan launched on International Women’s Day in March 2018. METRO used the facts uncovered through the “International Own Business Study” to show the world that women are more than fit to run their own business. They are born for it. The idea: “Own Business Girls” – the world’s youngest entrepreneurs. On International Women’s Day 2018, METRO equipped every female baby born in Dusseldorf, the hometown of METRO Cash & Carry, with a very special business card worth 2,000 EURO invested in a fixed-term deposit. Enough start-up capital to go on a first
business adventure once the girls turn 18.
By addressing local, national and international press via different channels Serviceplan and METRO together with the communication and PR agency Achtung! created high awareness for the topic and the study itself.