When Subway asked us to launch its Toasted Bites range – three inch, square ciabatta bread rolls with a variety of filling options, costing £1.29 a go – we suggested a focused campaign for a target audience who had fallen well out of love with the brand. The 16-24 age group.
The price point was bang on for this youth audience, but as a group who are harder than ever to reach, engage with media only on their own terms and have no platform loyalty, we really needed to spread awareness of the product and cement Subway as a relevant brand.
Invading the internet, the campaign appears across all relevant online spaces, with a super-simple, hyper-entertaining audio/visual ‘hook’, that’s purposefully catchy and impossible to get out of your head. It’s one word, BITES.
Given the audience’s dislike of overt brand messaging, the weird and wonderful animated content has been created in a tone and energy that reflects their internet content consumption habits. Everything from short-form un-skippable Instagram and Snapchat Stories, Spotify partnerships and Snapchat lenses to Bites messages via YouTube influencers, TikTok challenges and Twitch partnerships. All delivered in a way that is irresistible to the eye and the ear and screams flavour.
Every touchpoint is purposefully bite-sized, so it doesn’t pull users away from their regular content, but is disruptive and repetitive to keep Subway top of mind. This approach allows the campaign to be high-frequency and hyper-targeted, with a wealth of unique assets existing only in environments native to the target audience.