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Subway case study

Food and beverage, on Ad Space screens in Kuwait.

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Subway brought Fresh Fit to the gym floor

Working closely with UM, Subway's media agency in Kuwait, part of Omnicom, one of the largest marketing communications groups

Estimated impressions

2.4M 77% men 23% women

Campaign: 4 weeks

  • Subway ad, landscape version: "Fresh Fit. Trillion ways to stay fit." The Chicken Teriyaki Salad Pro, the Oven Roasted Chicken Sub Pro and the Rotisserie Chicken Wrap Pro on green and yellow plinths, each with its protein content and a "Full of protein" badge, and the Subway logo

    English creative

  • Subway ad, landscape version: The Arabic version of the same ad: the Fresh Fit name and the "Trillion ways to stay fit" line in Arabic, the same salad, sub and wrap with their Arabic names, and the "Full of protein" badge in Arabic

    Arabic creative

  • Subway's Fresh Fit ad on a landscape screen above the treadmills of a gym

    Ad inside a gym

  • Subway's Fresh Fit ad on a standing screen beside a woman on an exercise bike, in a mixed gym in Kuwait

    Ad inside a mixed gym

Goal

Launch Fresh Fit, its high-protein salad, sub and wrap, to people who plan their meals around protein.

Audience

Men and women who train and watch their protein, in men's, women's and mixed gyms.

Across Salmiya, Jabriya, Mahboula, Shaab, Shuwaikh, Egaila, Hawally, Sahara, Murouj, Dasman and Kuwait City.

Result

The English creative ran where members prefer English and the Arabic one where they prefer Arabic, across our gyms.

What we did

Working closely with UM, Subway's media agency in Kuwait and part of Omnicom, one of the world's largest marketing and communications groups, we put it only in gyms, where protein is already part of the routine: men's, women's and mixed gyms, premium clubs included.

The ad showed the Chicken Teriyaki Salad Pro, the Oven Roasted Chicken Sub Pro and the Rotisserie Chicken Wrap Pro, each marked "Full of protein", under the line "Trillion ways to stay fit".

The ad came in an English and an Arabic version, each made for landscape and portrait screens, so it fit wall screens and standing screens alike.

Subway received a proof of play with photos of the ad live on the gym floors.

Takeaway

For a protein-led menu, the gym puts the message in front of people who are already thinking about what to eat after training.

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