THE CHALLENGE
As the world’s oldest and most popular submarine sandwich brand, Subway was falling out of step with the fastest growing – and most demanding – audience: Millennials.
Insights from McCANN’s Truth Central study reveals that today’s Millennials are bucking the traditional tribes and archetypes, refusing to be defined by “just one of box”. Their aspiration to live life on their own terms and their identity is reflected on their behavior on social media: an ever-changing kaleidoscope of self-expression rooted not in traditional life milestones, but in every moment.
THE IDEA
Tapping into this Millennial passion to live life the way they want, Subway’s new brand campaign held a mirror to the audiences’ ever-evolving internet-driven lifestyle while showing that for whoever, whatever, whenever, Subway supports them to “Make It What You Want.”
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THE CAMPAIGN
YouTube 6 second bumper ad
MOBILE/SOCIAL FIRST APPROACH
Aside from traditional TV, Print and OOH media, the campaign took a mobile/social first approach, with a range of fun, quirky and relevant-to-each-moment executions aligning to how they feel, seasons, activities and trending internet activities.
Whoever you want to be, Whenever you want it, Whatever you want.
With over 16 varieties of subs available as a sandwich, a wrap or salad, Subway offers customers an almost unlimited range of options to customise their meals exactly to their tastes. 6 kinds of bread, 8 types of veggies, 9 sauces and a whole array of other add-ons like cheese and fresh avocado, fresh fruit, chips and cookies to choose from, Subway’s options can make it what you want.