The Brief

Subway is an emerging brand in China. So naturally, they needed to connect with young urban Chinese office workers to build their awareness and sales in first tier markets. Using digital made perfect sense, but at this stage they didn’t have a budget for a big campaign. As iPhones were starting to really take off with the target, an app would be a good way to build buzz, relevance and engage the young, fun-loving offices workers open to western-styled food.

Creative Execution

Since Subway wanted to get their name out, push their delivery, but do it in a way that was fun and innovative, the "Daredevil Delivery" delivered on all fronts. In fact, founder Fred De Luca is now considering bringing the app to the States, where the hugely successful franchise started.

Describe the creative solution to the brief/objective.

We created “Daredevil Delivery”, an iPhone app unlike any other, as it worked and allowed players to compete on multiple platforms: via the phone, the Web, on in-store screens, even on larger public screens. Once downloaded the app instantly put users on the back of a Subway delivery scooter to earn points by showing off trick scooter moves. The better the moves, the more points and ultimately, the more store coupons would be unlocked. The app also lets users browse the Subway menu, select the closest Subway location and one-touch an order for delivery or pick-up.

Results

Over 8,000 digital coupons were redeemed in the first two weeks, as the app skyrocketed to over 100,000 downloads in the first four weeks becoming the #1 ranked iPhone App in China! With no money spent on promoting the app, word got out through thousands of comments and communications on BBS and online media making “Daredevil Delivery” a runaway success for Subway in China.