Subway Stores by Frame Agency and MediaCom – ‘Subway on a roll’.

Awards: Bronze

Subway is a US sandwich chain that sells ‘Subs’. This paper outlines how an existing promotional offer was transformed into a successful brand building promotion with a fully integrated marketing campaign. The actual product, the submarine shaped roll, didn’t change, but it was repositioned, re-branded as a ‘sub’ and re-launched. The regional trial became a successful national campaign that went on to be a global proposition. In the first regional test an investment of £400,000 over 11 weeks yielded an uplift of same-store sales of 12% year on year and 12% ROI. A year later, the test region return increased to 30%.

Associated Content

  • TV is at the heart of advertising effectiveness
    Through thorough and impartial examination of the last 27 years of Advertising Effectiveness Awards case studies, the IPA has proof that using TV makes campaigns more effective.
  • The winners of the IPA Effectiveness Awards, the most prestigious awards scheme worldwide that rewards campaigns that have proved the effectiveness of their ideas, were announced at a black-tie gala ceremony held this week at ‘Dynamic Earth’ in Edinburgh. This year the Awards were limited to UK agencies with an income of up to £20m.