Subway’s innovative expansion programme means that outlets are appearing in more and more interesting locations. Taking our role of local marketing support seriously we knew that local universities even had their own branch on campus. Combined with an influx of 75,000 students into our region each September, we recommended that students would be an ideal market for Subway.
However, students are well known by marketers to be fickle. We had to find a way to attract them to the Subway brand and retain them for the next 3 years.
Our decision to introduce a conditional spend sales promotion widget provided a hook to keep students coming back again and again and provided a new revenue stream to Subway. The offer to purchase a ‘magi mug’ that was refilled for free with the choice of hot or cold drinks each time a sub, wrap or salad was ordered was taken up in abundance and was an instant success in store.