LONDON: Worldwide free newspaper publisher Metro International may have created a global first by signing a single advertiser to a month-long, unified transatlantic ad campaign across twenty-three regional editions covering the USA, UK and Russia.

The campaign promotes Philips Electronics' product proposition of 'Simplicity', via a series of branded editorial pieces on a theme of health and wellbeing, with content driven by research conducted for Philips by the publisher via its Metro Life Panel.

Among the products promoted in the campaign are the world's first ultrasound system that enables a care providers to see a baby's heart in 3D and the Philips juicer.

Hypes Metro account director Caroline Holmes: "We know health and well-being issues are very front-of-mind with our audience, so the perfect solution to promote Philips' association with this sector was to generate content for our readers, from our readers, in the form of branded editorials."

Data sourced from M&M Europe; additional content by WARC staff