DAREDEVIL WIDESCREEN

TitleDAREDEVIL WIDESCREEN
BrandSUBWAY
Product / ServiceFAST FOOD
CategoryA06. Best Use of Digital Media in a Promotional Campaign
EntrantOGILVY BEIJING, CHINA
Entrant Company:OGILVY BEIJING, CHINA
Sales Promotion/Advertising Agency:OGILVY BEIJING, CHINA

Credits

Name Company Position
Doug Schiff Ogilvy Beijing Executive Creative Director
Yang Yanyan Ogilvy Beijing Creative Director
Jimmy Wang, Zhao Xiaoyu Ogilvy Beijing Art Directors
Zhao Ziqi, Doug Schiff, Sascha Engel Ogilvy Beijing Copywriters
Sascha Engel, Rita Yang Ogilvy Beijing Innovation Strategy Team

The Brief

The objective was really to connect with young, urban office workers who were already open to sandwiches and western food. As Subway was just entering China, budgets from franchisees hadn't been developed. So a low-cost, high outcome brief was developed.

Describe how the promotion developed from concept to implementation

While the Daredevil Delivery iPhone app had already been launched and become the #1 app in China, it was used to great advantage when Subway opened new stores in prime locations. At that time, large screens were placed near the location so passers-by would notice, play and interact with the store and brand.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 8,000 digital coupons were redeemed in the first two weeks, as the app skyrocketed to over 200,000 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. Playing the game on big digital OOH next to new store openings helped those stores register top sales records for stores in China!

Explain why the method of promotion was most relevant to the product or service

Using mobile made perfect sense as their budget was very minimal. At the same time, enthusiasm for the iPhone was exploding among Subway’s youthful target. So creating an iPhone app was a great way for building buzz and engaging people with the Subway brand, as the iPhone and the kind of game were both extremely engaging for the Subway target, and especially relevant for menu browsing and ordering as well. And when we matched the app with a big screen in front of the Subway shops, people had a ball!