Subway Ramadan: Inches to Togetherness

Tahaab Rais

This case study explains how Subway, the fast food chain, leveraged social media through two experiences in the UAE, in order to build their brand's equity and drive sales.

Subway Ramadan: Inches to Togetherness

Tahaab Rais

Campaign details

Brand owner: Subway ArabiaAgency: Momentum MENA, McCann, Momentum Abu Dhabi, and MagnaBrand: SubwayCountry: United Arab Emirates

Executive summary

This case study explains how Subway leveraged social media through two unique and innovative social experiences: the world's first-ever virtual Ramadan tables and the world's longest virtual Subway sandwich, in order to build their brand's equity and drive sales in the United Arab Emirates (UAE). Through the idea: 'Togetherness is only inches away', Subway sales in the UAE increased by 9% during the campaign period vs...

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