In a global, real-time data-led campaign devised and executed by J. Walter Thompson (JWT) Sydney, more than 40,000 Subway restaurants in more than 60 countries recently invited customers to join the Subway Live Feed to help fight hunger around the world.
The concept, developed specifically to celebrate World Sandwich Day on Friday 3 November, saw Subway partnering with local hunger-relief charities. Locally, Subway partnered with Foodbank Australia.
For every sub bought, Subway gave a meal to someone in need through partner charities. Meals donated on World Sandwich Day were tracked through the Subway Live Feed digital ticker in real time.
For the majority of participating countries, a live API sourced from Subway’s point-of-sale devices at the restaurants was used to demonstrate in real time a country-specific and global live tally of the number of meals that Subway was giving to charity.
Individual countries displayed their tally on their campaign microsite, on digital banners and on dynamic outdoor billboards around the world, including 42nd Street, NYC. Word was also spread via social.
The data-driven idea was conceived and developed locally by JWT Sydney and then expanded to a global campaign with reach in 60 countries.
JWT Sydney won the Subway World Sandwich Day business in a global pitch against agencies from Canada, UK, USA, MEA and LATAM in August. Locally, JWT was awarded the Subway Australia account following a pitch earlier this year.
The campaign was supported by a robust PR campaign that worked to engage Subway’s corporate staff, franchisees and sandwich artists in the lead-up to the day, as well as drive awareness with guests through influencer content and local area marketing.
The campaign in Australia was supported by other WPP AUNZ agencies including Webling, PPR and Ikon.
Chris Carroll, chief advertising officer at Subway, said: “The Live Feed concept has been our first globally activated campaign for the brand and it is a huge success.
“Subway Live Feed enabled us to engage with our guests in ways we haven’t before – from using live data to drive momentum, and empowering our staff and guests to make a real difference to people in need.
“It is really promising to see our Australian agency, J. Walter Thompson, leading a very successful global campaign, and we look forward to making this an annual campaign for Subway.”
Thirteen million meals were donated to charity across the globe as a direct result of the campaign, while ales at the 40,000 Subway restaurants increased by up to 20 per cent.
Locally, over 287,000 meals were donated in Australia, and over 90,000 in New Zealand, as part of the Live Feed.
Creative: J. Walter Thompson
Executive creative director: Simon Langley
Associate creative director: Sinead Roarty
Senior art director: Alexandra Antoniou
Executive planning director: Angela Morris
Senior account director: Jack Blades
Account manager: Bronte Rohrig
Account executive: Will Berry
Producer: Paul Friedmann
Editor: Kel Gronow
Designer: James Tranter
Managing director: Deniz Nalbantoglu
Creative director: Carlos Guedes
Public relations: PPR
Media: Ikon Brisbane