SUBWAY® wraps THE BRIEF
Develop a creative solution to launch the brand new Subway® wraps across social media and PR. The creative solution should showcase the great value for money, with ‘Double the Meat’ and a ‘Bigger is Better’ angle. The activity should appeal to a 19-34 male skewed audience and fit with the bolder US brand development.
SUBWAY® Wraps THE SOLUTION
In order to showcase Subway®’s newest range of Signature Loaded Wraps, we wanted to bring these showstoppers to the forefront of our social campaign. Presenting the Subway® (W)rap Stars.
Three new wraps. Three bigger, better fillings. Three smash-hit (W)rap Stars. A fun play-on-words transformed Subway®’s newest menu items into the superstars of the food industry. As the campaign continued we got to know our Wrap Stars a little better- giving each one their own voice and personality. Giving consumers a fun and memorable way to get to know our new wrap menu. The stylistic approach replicated the colourful and fun design trends of current rap artists like Chance the Rapper and Tyler the Creator, who both make use of the graphic stylings of MTV during the 90s. The fun didn’t stop there, we gave fans the chance to have their very own (W)Rap name with a simple comment or Retweet.
Following the launch on Social we created three videos for the PR launch. Working with London’s rising rappers to add a little flavour to the menu with their Subway wrap order skills. Tommy B, Lady Sanity and MysDiggi went head-to-head with honorary Sandwich Artist, TrueMendous, in this light-hearted series of fun (w)rap battles. Rappers orderd one of the three Signature Subway® Wraps in their own unique style, with each rapper correlating to the three different Wrap personas.
The social campaign had a staggering result of 700,000 reach on social with over 400 shares and an engagement rate of over 15%. It also landed 3 national pieces of organic coverage reaching our secondary demographic audience, delivering a total reach of 250,000,000!
