The recently published METRO International Own Business Study which was conducted in ten countries with 10,000 participants, proves that women are very interested in entrepreneurship.
Yesterday, on International Women’s Day, METRO responded these insights with a campaign. In Dusseldorf, the headquarters of METRO, every newborn girl become an ‘Own Business Girl’ and received her first own business card on the day of her birth. It was the ticket for a fixed-term deposit worth 2,000 Euro, set up for each individual girl by the Dusseldorf-based retail group with the support of the HypoVereinsbank. On their 18th birthday, the girls will get access to this funding, which can be used for a first business adventure, for example.
The idea was developed by Serviceplan Campaign Hamburg. Global Chief Creative Officer Alexander Schill says in the press release: “With #OwnBusinessGirls METRO shows that they believe in the female entrepreneurs of tomorrow”.
Serviceplan Campaign Hamburg promoted the campaign with the support of achtung! at various touchpoints. By means of the daily press, radio spots, Out-of-home surfaces and in social media, attention is drawn to the promotion around International Women’s Day.
There was a lot of help with the implementation, for example hospitals in Dusseldorf and the Union of Midwives support the action by helping to locate the Own Business Girls. Once the names have been determined, the exclusive business cards will be produced in collaboration with the Letterjazz printing house in Essen and handed over to the parents and the young Own Business Girls at an event in Dusseldorf.