Own Business Girls

Client

METRO

Industry

Wholesale

Challenge

The METRO "International Own Business Study" conducted in 10 countries with 10,000 participants shows that women take a strong interest in entrepreneurship: 45% dream of starting their own business. But when it comes to realising this dream there is a gap: only 12% of these women think it is "very likely" that they will ever turn their ambition into reality.

There are several reasons behind these numbers, but one stands out. 49% of all interviewed put “Insufficient financial support” on top of their list.

We decided to use these facts to show the world that women are more than fit to run their own business. They’re born for it.

On International Women’s Day 2018 we equipped every female baby born in Düsseldorf, the hometown of METRO, with a very special business card – a key of a 2,000€ invested in a fixed-term deposit. Enough start-up capital to go on a first business adventure once the girls turn 18 and addressed the local, national and international press via different channels to create awareness for the topic and METRO’s brand mission - “supporting independent entrepreneurs”.

Solution