They ranked among the biggest players like McDonald’s, Burger King, and Starbucks. Other than being the largest sandwich shop, they accounted for some of the highest sales in the whole QSR (Quick Service Restaurant) industry. They also remained the number one sandwich chain in the US with systemwide sales more than 3X that of its closest competitor (Arby’s). People kept talking about this even after the campaign was over.Īccording to Subway’s 2018 annual report, they generated about $10.4 billion US in sales in the United States alone. People really took notice because Subway’s campaign targeted almost every aspect of their life: physical surroundings, TV, and social media platforms.Īlmost everyone (if not everyone) in Chicago knew about Subway’s campaign and had the subs and meatballs on their minds. The target audience will most likely notice something that is foreign or weird to them, something that would make them question what they saw. Subway’s brand reasoning for this type of approach of guerilla marketing is that we have a media-saturated landscape. At the end of some of their ads, they’d either show their logo or a question: “Seeing Subs?”Īfter the 3-day campaign, they extended their TV ads to 15 seconds and adjusted their other marketing platforms to include the line: The branding that Subway used was also quite subtle but very distinguishable. On Twitter, they released loads of GIFs of dinosaurs munching on footlong subs. On Snapchat, they used the UFO ad as a basis for a filter. On Instagram stories, they had a filter of their sub glitching in and out. Subway also used different social media platforms. Another showed a bunch of animated bubbles coming together to form a footlong sub. One TV ad showed a UFO abducting a footlong sub from a “herd” of other footlong subs. Subway also ran 6-second (or less) ads on TV to just show people their famous footlong sub. Based on Subway’s 12-inch sub size, the artists turned this into 12 feet! ![]() Sand artists carved a footlong sub with sliced meat, cheese, tomatoes, pickles, and lettuce. In one parking lot, they even had a 3D chalk art of a giant meatball sub crashing through the cement. They based their campaign on people’s subconscious suggestion while mixing in a bit of buzz-worthy and intriguing images that made people crave for Subway’s food. They also included “bite-sized” ads in platforms like social media, television, and live events such as the World Cup. In the summer of 2018, Subway launched a 3-day guerilla marketing campaign they called, “SUBliminal messaging.” Images of their footlong subs and giant meatballs were projected on buildings and also on pavements with chalk art. ![]() Did you ever have one of those days when you’re really hungry and you start seeing things?įor a moment, you’re not sure if what you saw was real or a figment of your imagination.Īre you just really hungry or did you actually see a giant sandwich?įor the people walking in the streets of Chicago, it was both!
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