Shena — Copywriter
The Brief
Subway is facing increasing competition from other fast food chains positioning themselves as equally health-conscious. Its frequent promotions and offers received less attention than expected, and client hopes to address these two issues with a fresh, new campaign.
The Concept
MacDonald's has Ronald McDonald, KFC has good ol' Colonel Sanders and Burger King has recently crowned its King. Let's introduce 'Gary', the fresh-face Subway addict who goes all out to get his hands on his favourite sandwich.
He's strange and playful, with the likes of Mr. Bean. He converts from a cheeky netizen to a Subway lover - sharing with everyone everything about Subway, with comical incidents happening most of the time.
Week 1:
Netizen - Gary, posts a home video to Subway's Facebook page "How to make a sandwich"
Gary comes under the public eye with a viral video. Taking advantage of the anonymity of social media, this introduction will look like the cheeky initiative of a citizen, and Subway is in no way, involved. It stirs online curiosity and word-of-mouth.
With help from radio DJs questioning if Subway will take action, this viral video will drive greater traffic to Subway's Facebook page, kick-starting the campaign.
Week 2:
Gary posts a second video on Subway's Facebook page "Subway invites me to make a sandwich!"
This video reveals that Subway has responded by inviting Gary to the store. In this viral video by Gary, he learns step-by-step the ways to assemble a Subway sandwich, conveniently educating customers on how to customise their own sandwiches at Subway.
Week 3:
Gary posts his third video on Subway's Facebook page
"How to make the best out of Subway"
Gary is now in love with Subway. He takes a secret video on how to get the most value out of Subway, and shares it with everyone.
Gary, with his love for all things fresh and value-for-money, goes all out to get the best of Subway. This informs audience of the on-going promotions.
Week 4:
Campaign takes off with Gary making an appearance in Subway's promo-branding TV commercial
In what seemingly looks like Subway having picked Gary spontaneously to be the brand ambassador, these 3 TV commercials are a tactical combination of price-promotion with branding.
Press Ad
POSMs and Outdoor
