SUBWAY’s Year Long Advertising Campaign
Final Project for University Salvador’s Advertising Bachelor’s Degree
— ROLE
Team Leader
Art Direction
Graphic Design
— DATE
Jul/2016 – Jun/2017
As a final project, University Salvador (UNIFACS) demands a fully fleshed out advertising campaign from its graduates. They're divided into groups which become "advertising agencies", containing sub-divisions for all 4 advertising areas: planning, customer service, media (digital and physical), and art direction / graphic design.
In those groups, the students are responsible for choosing the company and the main theme of the campaign, as well as doing a complete market research to apply in a year long operation, as if it were to be really used by the chosen company.
For this project, the team opted to work on SUBWAY's rebranding, since during the research we were able to contact the regional director of the brand and get some inside information on their new vision and some data about their target audience.
1. GET TO KNOW
As the first stage of the campaign, the phase “get to know” had the intention of associating SUBWAY’s rebranding with personal changes of its clients, as a way to form a more human connection. The slogan “Try something new. Try SUBWAY” was coupled with a few promotional actions that involved bringing new and exciting experiences to the audience (i.e.: free tattoos, haircuts, sample products, etc.).
2. EXPERIMENT
The second stage had the objective of encouraging clients to try both new and classic flavors of SUBWAY’s products, as well as be a play with words for the target audience to “experiment” SUBWAY’s new branding / image. The use of small exclamation words such as “hey!” alongside huge images of the products were done in such a way to grab the attention of the viewer.
3. CHOOSE
The final stage of the campaign consisted of various events following up to the launch of SUBWAY’s mobile app. The app (which didn’t exist in the years of making this project) would show the user the location of every SUBWAY on a map similar to the user interface of the then popular POKÉMON GO!, and would also double as a delivery app, making use of the growing popularity of UBER EATS and its competitors.
SUBWAY FUN summer event poster, with the slogan “be yoga, be SUBWAY”
Summer event outdoor with the slogan “be skate, be SUBWAY”
SUBWAY FUN summer event mockup of the foodtruck
Valentine’s Day promotional material
Valentine's Day promotional material (cookie ticket)
National student day outdoor
Instagram ad for the World Cup with the word “focus”
World Cup ad
Facebook ad for SUBWAY’s app
4. INCENTIVE
As an internal stage of the campaign, the phase “incentive” was meant to boost morale and create a better environment for the employees. It ran alongside all other stages and had training courses, giveaways and prizes for the best workers.
The team (internally named PANGEA) comprised of 15 people, each divided into their respective sub-groups. As a way to control and organize the entirety of the work more efficiently, each sub-group had a manager that reported to the two appointed leads. I was fortunate enough to be chosen by the team as both the art direction manager and as one of the two leads. This project won 2 ANGORÁ awards for best media and best advertisement plan.
To see the entire presentation in Portuguese, including some results of the market research and planning click here.
