Subway BOGO (Buy One Get One)

Madhavi Tumkur and Willem Van Der Horst

Campaign details

Brand owner: Subway
Agency: IPG Mediabrands and Saatchi & Saatchi Singapore
Brand: Subway
Country: 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 the highest level of engagement for Subway Singapore, drove revenue targets and, more importantly, built consumers' relationship with the brand.

Singapore's is a very mature market. The quick-service restaurant (QSR) in particular operates in a saturated food industry that includes local restaurants, hawker centres, kopitams (coffee houses) and so on. The only way a campaign can stand out is by connecting with the consumers in a fresh and imaginative way. It also needs to be one that targets the core needs of the consumer, understands why they connect with a brand, and what that brand delivers in return.