Subway

1
Subway Subway ran a 6 Sheet underground campaign
in June 2007 promoting the launch of the 8 under
6g range of Low Fat Subs for 2.99 and a drink
or side. The advertising was targeting 18-39 year
olds who do not normally visit Subway.

• Some of the key findings were
• Good increases in spontaneous awareness pre to
  post of Subway as a Sandwich shop especially
  amongst core target groups of younger, ABC1, full
  time workers
• Those who saw the Tube advertising were twice as
  likely as all adults to spontaneously mention
  Subway, proving the Tube advertising brought
  Subway front of mind (see below left)
• A quarter of all Tube users and almost two thirds
  of frequent Tube users saw the advertising
• The creative was popular for all attributes
  measured, with two thirds of those who saw the
  Tube advertising rating it as good
• The advertising clearly portrayed Subways Lite
  Lunch as good value, This opinion was highest
  amongst the target audience with 66 of 18-24
  year olds agreeing it represented good value and
  figures were also high for ABC1s (55) and full
  time workers (57)

Research reveals the success of underground
advertising in capturing new markets and
promoting new product ranges
Q Thinking of SANDWICH SHOPS, can you give me
the names of any you can think of?
Q How would you rate this advertising for
being? (Base All respondents who saw the Tube
advertising out and about)
72 agreeing
75 agreeing
68 agreeing
Source Clark Chapman Research 2007 Base All
adults 18-55 Campaign Details300 Illuminated 6
Sheet Tube, 04,06,2007 17,06,2007