We use cookies to analyse the views of our website. By using our website, you agree to such analyse.
More information


Founded in 2016 as a way of showcasing independent business owners worldwide which form the heart of every neighbourhood, METRO "Own Business Day" will be rolled out across 24 countries as it turns into a rapidly growing international movement. Serviceplan Campaign Hamburg, the global creative lead agency of METRO since September 2014, is once again masterminding the activation.

Hamburg, Friday 6th October - The second Tuesday of October is a special day when METRO calls to pay tribute to its customers and to celebrate dedicated business owners. Own Business Day features business owners’ special offers and promotions, which they upload for customers to find on the online platform www.own-business-day.com. Through Own Business Day METRO champions Independent businesses by celebrating what makes them special.

This year the campaign has evolved from 20,000 special offers created by participating businesses during "Own Business Day" 2016, to around 100,000 in 2017. METRO is inviting Own Businesses to participate and customer to take part in the celebration on October 10th all around the globe.

Serviceplan Group Chief Creative Officer Alexander Schill commented: “We are happy that ‘Own Business Day’, an idea invented by Serviceplan Campaign in 2016 as a creative way for METRO to pay tribute to their 21 million customers around the world with an integrated campaign, has become an even bigger movement engaging independent businesses and recognizing the place they hold in their communities.”

Serviceplan developed the campaign targeted towards not only METRO’s 21 million existing customers but towards all independent business owners. In close partnership with the digital experts of ACTUM the agency is responsible for the online platform own-business-day.com, on which owners could post special offers. Customers can view the offers on the platform’s map to find out what is happening in their area on October 10th.

Each participating METRO country uses a combination of TV commercials, print advertisements (e.g. billboards), online advertising material, and/or social media to highlight Own Business Day for METRO customers and end customers. Filmed and photographed by Stuart Douglas, the ads portray business owners in their places of work, in scenarios demonstrating the passion business owners have for their own businesses.

This integrated, global campaign is a milestone for METRO in the sense that it is a strong brand communication. With the METRO Own Business Day METRO focusses on its contribution to make independent businesses more successful.

The official hashtags are #ownbusinessday and #loveownbusiness.


Gisele Musa (Global Director Branding & Activation)
Christa Wellershoff (Head of Design & Seasonal Activation)
David Fehlberg (Head of Category & Service Activation)
Anila Brahmakulam (Head of Master Brand)
Alicja Korkosz-Foltyn (Head of Master Brand)
Marina Sverdel (Head of Customer Touch-Point Communication)
Kristina Krauter (Expert Brand Management Design & Seasonal Activation)
Funda Karacil (Expert Brand Management Customer Experience)
Avsar Kayi (Expert Brand Management Own Media & Asset Management)
Mercedes Serna (Expert Brand Management Paid Media & Search)

Alex Schill (Global Chief Creative Officer)
Michael Schneider (Managing Director)
Christoph Mecke (Managing Partner, Plan.Net UX)
Patrick Matthiensen (General Manager Copy)
Leif Johannsen (General Manager Art)
Lukas Paschke (General Manager Strategy)
Daniel Bremer (Account Director)
Dorothea Agnes Iwanski (Account Director, Plan.Net UX)
Hugo Gstrein (Creative Director)
Jakob Rheinländer (Creative Director)
Oliver Olsen (Creative Director)
Vera Karpova (Senior Copy)
Adam Bekassy (Strategist)
Lucas Wiese (Account Manager, Plan.Net UX)

Further agencies that took part include: Actum (technical concepting and implementation of online platform) and Metapeople (digital performance).

Notes To Editors
The wholesale distributor METRO AG is present in more than 750 stores in 25 countries and generates yearly sales of over 30 billion Euros. At Cannes Lions International Festival of Creativity in 2016, Serviceplan and METRO won a Silver Lion for the work “The Daily Catch.”


Claudia Kirchmair

Claudia Kirchmair
Corporate Communication & PR

+49 89 2050 2273

E-Mail: c.kirchmair(at)serviceplan.com