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...