SUBWAY : LESS MARKETING, MORE MEAT.

TitleSUBWAY : LESS MARKETING, MORE MEAT.
BrandSUBWAY
Product / ServiceTHE MEAT STACK SANDWICH
CategoryD01. Standard Sites
EntrantVAYNERMEDIA Singapore, SINGAPORE
Idea Creation VAYNERMEDIA Singapore, SINGAPORE
Media Placement MEDIACOM Singapore, SINGAPORE
Production VAYNERMEDIA Singapore, SINGAPORE
Post Production VAYNERMEDIA Singapore, SINGAPORE

Credits

Name Company Position
Avery Akkineni VaynerMedia APAC Head of Agency
VJ Anand VaynerMedia APAC Head of Creatice APAC
Steffi Lee VaynerMedia APAC Junior Copywriter
Joscelyn Heng VaynerMedia APAC Art Director
Jon Ng VaynerMedia APAC Copywriter
Raun Anand VaynerMedia APAC Senior Copywriter
Charissa Kow VaynerMedia APAC Content Specialist
Will Beale VaynerMedia APAC Associate Creative Director
QH Yeoh VaynerMedia APAC Account Director

Cultural / Context information for the jury

With 2020 budget cuts, the advertising scene was getting quiet. But Subway still needed a solution to sell their newest sandwich - the Meat Stack. With little money and only mountains of meat, expensive billboards were clearly out of the question. Launching the Meat Stack as the sub worth every dollar, we decided to play off of Gen Z's and Millennials love for humour, hatred for advertising and 2020's effects on marketing budgets, to create the simple tagline: "Less Marketing, More Meat." Proving that less marketing wasn't necessarily a bad thing.

Please outline the innovative elements of the work

To turn our concept of "Less Marketing, More Meat" into a viral opportunity, we met with Subway halfway - literally by buying half a bus stop ad. Using meta-, meaty copy and cheap ClipArt visuals, we created the first-ever half bus stop ad championing the Meat Stack. This unparalleled ad was released in the heartlands of Singapore and in the city for every passerby to see. The public snapped selfies with it and shared them on their socials, talked about it on Reddit threads, other brands even hijacked the empty half, and then the Incumbent Agency shared it! Making it the most viral bus stop ad of 2020.