Subway BOGO (Buy One Get One)
Madhavi Tumkur and Willem Van Der Horst
Campaign details
Brand owner: SubwayAgency: IPG Mediabrands and Saatchi & Saatchi SingaporeBrand: SubwayCountry: Singapore
Executive summary
This describes how Subway's Buy One Get One (BOGO) campaign was launched in October 2012 into Singapore's highly competitive fast-food environment, one brimming with major players constantly developing new menu items and aggressively running promotional campaigns to renew their appeal. Called the 'Season of Doubles', the campaign became a roaring social media success that led to a 100% increase in Facebook Page fans, saw...