With TV as the launch media, it is supported with OOH, up-weighted with the use of digital six sheets. Continuing the drive to connect with younger audiences, the brand is testing 100% broadcast to VOD services including ITV Player and All4. For maximum impact, full back page print advertising will run in key commuter and tabloid titles.
The TV and cinema executions play on the tension when the moment to order your Sub arrives in a humorous, yet realistic way. It poses the questions: ‘Do I stick to the usual?’ ‘Should I experiment on a new Sub?’ ‘Am I holding up the queue deliberating?’
Based on research, most customers tend to find a Sub they like and stick with it – limiting the possibilities their taste buds are exposed to. With an unparalleled range of freshly made food, the brand is well positioned to allow its customers to discover more.
To capitalise on this, the new creative focuses on our compadre in a pre-order deliberation. It shows a range of bestselling Subs: Chicken Teriyaki, Steak & Cheese and the Italian B.M.T to display the wide range of sandwich options available. It then encourages customers to keep on discovering the range on offer by promoting the huge variety of fresh and tasty combinations.
A comprehensive ‘always-on’ mobile campaign will push targeted adverts directly to consumers, capitalising on the immediacy of the QSR sector. This takes into account potential customers’ proximity to Subway stores and user behaviour to determine how regularly they eat ‘food on the go’.
In a first for the brand, ‘Keep Discovering’ will also feature cinema ads to be screened nationwide. Cinema recall performs well for the target audience and is a key vehicle to shift brand perceptions.
