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The customer at the focus: METRO Group launches new corporate film

06.02.2007

The customer at the focus: METRO Group launches new corporate film

A young women smells the scent of her new perfume on her wrist, a boy is donned with a hat to protect him from the sun, a small girl shows a drawing with a strawberry ice cream to an ice cream seller and he hands the ice to her, a man visibly enjoys the feel of his new bath mat – these are typical scenes from the new corporate film of the METRO Group. "We are there" – that is the title of the film – uses advertising aesthetics to place people at the center of the plot because, for the METRO Group, retailing is more than merely trading merchandize for money. The three-minute film shows customers of the retail company in different every-day situations as well as their individual wishes and needs and thereby describes commerce as a fundamental part of life. With "We are there", the METRO Group intentionally parts with the conventional approach used for a corporate film: there are no high-bay warehouses, trucks or merchandize displays. Instead, the film tries to appeal to the customers’ emotions with real-life situations.

With "We are there", the METRO Group presents itself as a service and customer-oriented retail company. The roughly 270,000 employees worldwide place the customers’ specific expectations and cultural particularities at the center of their attention. This way, the corporate film of the METRO Group emotionally underscores the group’s particular brand image as an international retailer and supports the central brand message of the METRO Group: "The Spirit of Commerce". "Our new corporate film communicates one of the strategic cornerstones of the METRO Group: the consistent further development and international applicability of its marketing concepts", said Petra Rob, General Manager of the METRO Group. The film gains additional authenticity by featuring some employees of the METRO Group sales brands.

The film project was realized with the Cologne-based media production company Vision Factory. Director Oliver Julius and director of photography Andreas Zickgraf with their team realized the film within a period of roughly ten days. The shots were taken at major international metropolises such as London, Barcelona, Istanbul and Shanghai. Around 100 extras participated in the shooting.

At the New York Festival, one of the most renowned international media events, "We are there" received the "Certificate of Excellence"  in the category "Public Relations / Corporate Image".

The film "We are there" and a five-minute "Making of" are available on the Internet at www.metrogroup-der-film.de.

METRO Group is one of the most important international retailing companies. In 2006 the group reached sales of about € 60 billion. The company has a headcount of some 270,000 employees and operates about 2,400 outlets in 30 countries. The operating business is performed by the sales brands which operate independently in the market: Metro/Makro Cash & Carry – world market leader in cash & carry wholesale, Real hypermarkets and Extra supermarkets, Media Markt and Saturn – market leader in consumer electronics centers in Europe, and Galeria Kaufhof department stores.

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