Togetherness Is Only Inches Away (Ramadan Social & Store Activation)
- Subway Restaurants, Middle East / Arabia
- Strategic & Creative Direction
Every Ramadan, the month of fasting in the Muslim calendar, Subway Arabia see a significant drop in sales of their food. This is partially because of fasting from dawn until dusk, but also as people tend break their fast together as families and in groups of friends. With this insight in mind, we decided to promote the concept of dining together with Subway's Sandwich platters, designed to feed up to 7 people. We created a social activation which increased sales of platters, incentivized participation and even raised charitable donation, something which is important in Islam during Ramadan.
We utilized Facebook as a platform to extend togetherness amongst those who might not get to dine together this Ramadan. We offered them a chance to win a group trip for 7 to Istanbul.
Our activity and Facebook application was supported by a variety web and mobile banners. Certain key messages were adapted to attract attention on different mediums. Here we used "Every Sub gets you inches closer to Istanbul." This direct call to action proved more promising on mobile than "Togetherness is only inches away."
A close up look at the Facebook App run during the campaign across the UAE
Once participating, invite Seven of your friends
Once sent an invite friends of the table owner could either accept or decline a place at the table.
