The opportunity
Subway’s staggering growth in New Zealand has been partly driven by the use of overseas
generated advertising material. Research indicated that there was an
opportunity to touch on aspects of the Subway brand that overseas
creative could not address, to increase overall store sales. We were
looking to increase frequency of visitation, a major opportunity area. |
The solution
Our approach centred around building on the established
Subway attributes of health and flavour, with a focus on the range of
choice and the people. different Our ‘Guess the Sub’ concept,
executed in a series of TVCs and intregrated instore and below the line,
celebrates the way that different New Zealanders’ enjoy their Subway,
whilst still delivering a compelling ‘new Sub’ message.
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The result
Whilst we can’t go into detail, the results have seen a major
lift in sales for Subway.
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