SUBWAY® stores’ new campaign takes engagement to a new level
- Campaign name: Subway - BBQ Chicken Temptation Music Video
- Date work was run: 27th July 2011
- Brand: Subway
- Country work was viewed/aired/published: UK
- Media: TV
- Client: Subway
Brief:
The SUBWAY®chain
is launching an integrated marketing campaign today (Wednesday 27th
July) to promote their latest Sub - The SMOKIN’ BBQ CHICKEN TEMPTATION®
This is supported by a multi-platform, customer-centric media
campaign running across TV, Spotify, Twitter and Facebook. Everything down to
the ingredients, which were voted by customers via the chain’s SUB CARD®
loyalty programme, to the online participation tools have been designed to garner
greater customer engagement.
The Sub is an extension of the premium CHICKEN TEMPTATION® Sub
launched last year. It’s the perfect summer Sub with crispy bacon, a breaded
chicken breast fillet topped off with a new southern style BBQ sauce. This new
sauce is something that has
been brought to life through the themes and music of the new campaign.
The 20 second TV commercial set in the deep south, features an engaging
and energetic quartet of musicians playing at a barn dance, only the
instruments they are playing are Subs! In a modern twist, it introduces
beat-boxing into the harmonica music, bringing the world of deep south American
flavour firmly into the fun and modern world of SUBWAY®. You Tube sensation
Yuri Lane*, famous for his musical fusions of harmonica and beat boxing, scored
the music and appeared in the advert.
As well as the 20 second commercial
SUBWAY® stores have created an extended two minute music video hosted on
Facebook and supported by Spotify. In a first for SUBWAY® and showing innovation
in this relevant space, audiences will also be able to create their own
re-mixes of the soundtrack on a bespoke ‘SUB-BEAT Sequencer’ using the mxp4
platform. This audience participation will in-turn interface with the SUBWAY®
stores Facebook page where fans can view full music video content and share
with friends. Once people interact via the online platforms they can enter a
prize draw as well as download vouchers for the SMOKIN’ BBQ CHICKEN TEMPTATION®
Sub redeemable in store. The redemption of these QR-coded vouchers offered
exclusively via online participation tools will allow SUBWAY® stores to assess
the in-store traffic driven by social media.
Solution and Results:
Manaaz Akhtar, Head of Marketing for Subway® UK & Ireland, is excited about the new campaign stating:
“This campaign has been developed to have stand out appeal to a broader audience. The upbeat musical element of the creative is fully integrated through the line and offers our audience the chance to actively engage with the brand through online social media participation. We are constantly looking for ways to build meaningful engagement with our customers beyond the store and the activation of this campaign across our growing social media platforms presents a great opportunity to do so.”
Credits:
Creative Agency –
McCann London
Creative
Directors – Matt Crabtree and Simon Hepton
Art Director –
James Rooke
Copywriter –
Melissa Caine
Planner – Jon
Tipple and Philip Jackson
Media Agency –
Mediacom Scotland
Media Planner -
Jamie Venerus and Alex Kirk
Production
Company – ASD Lionheart
Director – Matt
Lenski
Post Production
Company – White House Post
Editor – Sam Gunn
Sound track –
Yuri Lane and Luis (pending surname) at Soundtree