As part of Subway’s marketing strategy for H2 2016 Subway wanted to increase the awareness of two of their lesser known products:

- Subway Salads

- Subway Wrap Platters

These two products have direct competitors across Dubai, because of this Subway were met with the challenge of promoting their products in an incredibly crowded market.

Subway tasked Magna with devising a creative and engaging mobile campaign that would appeal to Subway’s established audience as well as new customers. Magna had the added challenge of quantifying the impact this campaign had on increasing the awareness and engagement with the two products.

Mobile campaigns are traditionally quantified through impressions or clicks, however Magna wanted to provide more value for Subway. Magna sought the support of Blis, a location technology company, to measure the impact the mobile campaign had on real world behaviours such as walking into a Subway store (footfall tracking).

Blis built the creative in house for Subway and was delivered via Celtra to target audiences across the dates of 3rd- 31st August.

Locations were geofenced to measure footfall.

Blis’ technology was then used to track and collect the Device IDs seen at Subway locations, then follow these device ID's throughout their journey across the UAE, retargeting them when at home or in office connected to Wi-Fi, when they are most likely to be influenced by advertising and tracking their foot through rate back to store.

The campaign results were measured by Blis and liaised between the agency and Blis. The campaign was set to deliver engagement through footfall, audiences were optimized based on their likelihood to convert into store. A/B testing was used to show the impact the ad had on footfall behaviour.