Agency: Wunderman Thompson Sydney
The key objective was commercial:
- Deliver a notable increase in sales for all globally participating stores. (No numerical KPI was set for this)
There was also a secondary marketing / communications objective to improve brand perceptions and affinity, evidenced by brand buzz.
Source: Subway WSD Agency Briefing –What does success look like.
Subway globally is in a constant battle against a slew of competitors – some bigger, some newer, and many hipper. Against this competitive backdrop, the QSR category uses every leverage point to create excitement and reasons to visit. Many Subwaymarkets around the world ran a one day promotional event annually, at different times of the year and with different themes from 'Customer Appreciation Day' to 'Brand Anniversary Day' to individual shop milestones. In 2017, Subway wanted to bring this effort together globally and create one day of the year they had the right to own – World Sandwich Day. To execute this they needed an idea that was global, would create social buzz and be scalable and flexible across different markets.