LONDON OLYMPICS 2012

TORCH BEARER NOMINATION CAMPAIGN

BRIEF
In June 2011 Samsung were launching their
campaign to promote the 2012 Olympic
Torch Relay Nominations, the idea being that
members of the public could nominate or be
nominated to take part in the ofcial UK torch
relay across 10 cities June September. To
nominate, members of the public would have
to go to a Vodafone store and explain online
why that person should be nominated.
CAMPAIGN
Metro International and Samsung teamed
up to produce a special glossy, high quality
bag wrap which would promote the
campaign and drive people to Vodafone
stores. Using striking creative featuring
Samsungs Olympics ambassador, David
Beckham, alongside real people, the wrap
created huge impact and standout among
readers in central London. Distribution
locations were handpicked for their close
proximity to Vodafone stores. 20,000 copies
of the special wrap were distributed across
5 high trafc London Underground locations.
In addition to the special wrap a dominator
campaign featuring the rst ads in-paper,
gave readers the feeling of a Samsung
takeover once the wrap had been taken
off. This activity ran nationally across the
UK giving Samsung maximum coverage in
addition to those in London who received
one of the special wraps.
RESULTS
A high prole campaign which resonated
and engaged with readers across the UK,
particularly in London where the special
wrap was distributed. Reader vox pops
clearly showed that the wrap had had a big
impact, was seen as being different, creative
and innovative and more importantly got
the message across clearly.
GLOBAL SALES CASE STUDY

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CONFUSION is rife among students
and parents preparing for increased
university fees and this summer`s
scramble for places, research reveals.
One in three parents of teenagers
admits knowing little or nothing about
how the new charges will work.
Many also say they have been left in
the dark by universities and the gov-
ernment over what to expect when
fees soar - in many cases threefold.
One mother, Julie Pavan, whose 15-
year-old daughter Poppy is tempted
to study abroad to avoid the confus-
ion, said: 'Other than what we`re told
in the media, I`ve absolutely no idea
what`s going on at all.
'It all seems to be incredibly expen-
sive, something we all took for
granted in the past but which now
seems to have pros and cons that may
not be worth it after all.`
The fndings, at the start of Univer-
sities Week, follow concerns that
more than 200,000 candidates might
miss out on places this year as
applications hit a record high. The
coalition government has also given
universities permission to treble
fees from the present 3,000 annual
limit, with most planning to charge
the full 9,000.
But the YouGov survey found wide-
spread confusion, with one in three
parents also saying they may have to
intervene in the choice of university,
prompted by soaring fees.
More than half want to know how
universities will spend the extra
income while a similar proportion are
anxious about their children`s job
prospects after graduating.
A separate poll found 95.3 per cent
of university vice-chancellors felt
people misunderstood the new fees.
Nicola Dandridge, chief executive
of vice-chancellors` body Univers-
ities UK, said: 'The need for clear and
accessible communication on the new
fees system is absolutely paramount.`
Aidan Radnedge
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pairs of
tickets
to see
Kasabian 37


































































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Monday, 1une 20, 2011
The recycled paper
content of uK
newspapers in 2010
was 77.4%
lease keep public
transport tidy by taking
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and recycling it
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Life g3B-41
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National Lottery Main 0raw: 3, 8, 10, 35, 38, 39. 31. Two tickets share a jackpot of 7million. Lotto lus 5: 3, 9, 25, 37, 48, 49. Bonus 24. Thunderball: 8, 10, 12, 18, 29. Thunderball: 12
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Sunset: 9.20om
Max: Generally
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Rain across southern
England will push north
across Wales, Northern
lreland and into northern
England this afternoon.
Scotland will have
sunny spells and
a few scattered
showers.
The rain will
continue to push
northwards and
will be heavy for
a time across
northern England and
southern Scotland. Staying
damp and humid in the
south with hill fog.
Rain across the
north of the UK,
some heavy.
Further south a
few showers
possible, but
southern
England
should
become
largely dry
later, with
some sun.
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For reIief of hayfever symptoms Contains Loratadine AIways read the IabeI
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wednesday, 1une 22, 2011
0R0ER 0F LAY
wEATHER wATcH
Centre Court, 1pm start
K D Krumm (JPNj v v Williams (USAj
R Nadal (ESPj v R Sweeting (USAj
v Hanescu (ROMj v A Roddick (USAj
Court 1, 1pm start
J Benneteau (FRAj v T Berdych (CZEj
A Murray (GBRj v T Kamke (GERj
P Kvitova (CZEj v A Keothavong (GBRj
Court 2, 12pm start
M Fish (USAj v D lstomin (UZBj
E vesnina (RUSj v v Zvonareva (RUSj
J M Del Potro (ARGj v O Rochus (BELj
A Dulgheru (ROMj v S Kuznetsova
(RUSj
Court 3, 12pm start
M Johansson (FRAj v H Watson (GBRj
G Muller (LUXj v M Raonic (CANj
G Monfls (FRAj v G Zemlja (SLOj
F Schiavone (lTAj v B Zahlavova
Strycova (CZEj
Court 12, 12pm start
R Gasquet (FRAj v l Kunitsyn (RUSj
R Haase (NEDj v F verdasco (ESPj
l Benesova (CZEj v v Azarenka (BLRj
Y Wickmayer (BELj v A Tatishvili (GEOj
Court 18, 12pm start
S Bolelli (lTAj v S Wawrinka (SUlj
A Kerber (GERj v L Robson (GBRj
S Stakhovsky (UKRj v l Ljubicic (CROj
Court 4, 12pm start
O Govortsova (BLRj v A Radwanska
(POLj
S Lisicki (GERj v A Sevastova (LATj
C Berlocq (ARGj/R Mello (BRAj v J
Delgado (GBRj/J Murray (GBRj
Court 5, 12pm start
A Medina Garrigues (ESPj v Julia
Goerges (GERj
A Seppi (lTAj/S vagnozzi (lTAj v
D Bracciali (lTAj/F Cermak (CZEj
K Anderson (RSAj/J Knowle (AUTj v K
Beck (SvKj/D Skoch (CZEj
K Pervak (RUSj v P Parmentier (FRAj
Sunny spe||s through the day,
but breezy w|th h|gher r|sk of
showers deve|op|ng, w|th a
r|sk of ha|| and thunder |nto
the even|ng. Max|mum
temperature 18 degrees
Follow Metro's team at
Wimbledon on Twitter -
Qmetrotennis1
TENNI9 WIMBLE00N
No drama for Fed on rst
step to seventh heaven
F|y|ng start: Novak Djokov|c bare|y broke sweat as he reached the second round w|th a 6-4, 6-1, 6-1 w|n
over Jeremy Chardy. The wor|d No.2, who began 2011 by w|nn|ng 41 consecut|ve matches before |os|ng
|n the French Open sem|-na|s to Roger Federer, sa|d: '[Rafa] Nada| and Federer deserve to be favour|tes
|n th|s tournament. I am one of those p|ayers beh|nd who |s try|ng to work hard and wa|t for h|s chance.'
0jokovic oh the ground and running g
ROGER FEDERER set his sights on
equalling Pete Sampras` modern-day
record of seven Wimbledon titles after
completing a comfortable frst-round
victory against grass-court rookie
Mikhail Kukushkin.
Twelve months ago, Federer fought
back from two sets down in his frst-
round match with Alejandro Falla but
he never looked troubled yesterday.
The Swiss third seed lost only two
points on his own serve in the frst
set and then accelerated to a 7-6 (7-2),
6-4, 6-2 victory.
Federer will face Adrian Mannarino
in the next round after the Frenchman
eventually saw off Ireland`s Conor
Niland in fve tough sets.
'Tying Pete in any stats means
you`re right up there with maybe the
greatest, one of the greatest players of
all times, and that`s always a nice
thing,` said Federer.
'Winning Wimbledon alone without
any records is amazing. I have just
won my frst match - there are six
more to go. But it feels like if things
go well, I can go extremely far here.`
Federer admitted he feels under less
pressure at the French Open, where
he reached the fnal, because Rafael
Nadal is so dominant on clay.
He said: 'In Paris I feel the pressure`s
a bit more on other opponents` rack-
ets - but here I feel it`s a bit more on
mine. That`s why I`ll always play
with pressure here.`
0avid 0urney
'To w|n here w|thout
records |s amaz|ng'
P|oture: EPA



































































Thursday, 1une 23, 2011
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He's a much-loved sheepdog but there is ohe tihy problemwith his work
A FLOCK of sheep have got
their own back after years of
being bullied by dogs - by
forcing a border collie to fee
with his tail between his legs.
Cowardly collie Ci has been
scared of sheep ever since
owner Jane Lippington placed
him in their feld as a puppy.
His woolly foes know they
have nothing to fear and chase
him off whenever he tries to
herd them around the farm.
'Collies are very instinctive
and they want to work the
sheep. Ci wants to do it - but
he is terrifed of them,` said
Mrs Lippington, who runs
Manor Farmat Langridge, near
Bath, Somerset, with husband
Donald.
'If they run away from him
he will go after them and act
like a proper sheepdog.
'But the moment they turn
and face him he runs away.
'Sheep can be quite aggres-
sive if they think they have the
upper hand - they stamp their
feet and gang up in numbers
and act like an army.
'When that happens, Ci gets
intimidated.
'He might be the worst sheep-
dog in Britain but there`s no
way we would be without Ci,
he`s part of the family.`
Sheepish Ci is tipped to be-
come an internet hit when his
owner uploads footage of him
being given the run around by
sheep on to YouTube.
'I took some footage of it
simply because I thought it
was funny,` said 54-year-old
Mrs Lippington.
'I don`t think he would get
very far on One Man And His
Dog, he`s more suited toYou`ve
Been Framed.`
Aiden Radnedge
Watch ci the scaredy dog
turn tail and run at
metro.co.ukJsheepdog Fee||ng sheep|sh: Border co|||e C| w|th Jane L|pp|ngton P|otures: BNPS
Dog versus
sheep:
C| |ooks as
though he's
go|ng to
stand h|s
ground |n
the face of
a menac|ng
ock of
sheep -
before
hav|ng
second
thoughts
and ee|ng
MARKET:
UK/LONDON

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