As far as fully integrated campaigns go, this one was a monster with the campaign being executed across video, Digital, Outdoor, Social, Promotion, Social Influencers, Radio and In-store including store redesigns. Using Mindsight, a leading global neuroscience tool from Sprout Research, this campaign was developed to delve deep into consumers’ emotional psyche, providing both an effective campaign and effective tools for further research into the Subway® audience.
BRANDING – VIDEO PRODUCTION
Shot across multiple picturesque locations in Australia and New Zealand this shoot was epic!
The campaign launched with a 60 second TVC, a 30 second TVC and then supported through online video with multiple 15 second spots.
The digital advertising strategy was to take viewers on a journey through the brand ‘story’ using smart retargeting techniques.
We also wanted to give the viewer an opportunity to explore different brand ‘stories’ depending on their interests so we built a rich high impact ad unit housing each extended brand story.
The user-generated content from the initial social media campaign influenced the evolution of the Eat Well Go webpages. A video of user generated content was created that brought together content from fans of Subway® from both the Australian and New Zealand audiences. This engaging and inspiring video formed the focal point of the Eat Well Go Landing Page. Surrounding this video is highlighted content and illustrative artwork created by the Ripe team, that all tie in with the new branding.
A national outdoor campaign utilising large format outdoor ads, along with extensive digital outdoor placements took the new brand position to the streets.
Keeping in mind the meaning of ‘Eat Well Go…’ and the role of our above the line activity, social media was the perfect place to really bring this to life.
Audience engagement was encouraged through a content driven social promotion where users were asked to submit a video or image on Instagram or Twitter with the hashtag ‘#EatWellGo’ with the promise of the best content winning $10,000 to go towards making their ultimate ‘Go’ come true!