Subway KSA

Advertising Agency: X Elements, Riyadh, KSA
Client: Subway, KSA
Art direction and visual effect: Ramy Ahmed

CREATIVE BRIEF

Client: Subway, KSA

Brief Type: (ATL, BTL, Digital, SM): ATL, BTL, Digital and SM

Language: Arabic and English

Task:

The main purpose of the brief is to create two campaigns for Subway.

A- 1ST campaign will be around increasing frequency.

B- 2nd campaign will be around creating penetration.

1. Frequency (Campaign #1):

We believe that Subway is not being able to increase frequency, because it is limited to two main moment of consumptions (Breakfast and Lunch). The main campaign idea should be focused on dinner time and how subway caters to all eating occasions.

2. Penetration (Campaign #2) 360 campaign:

We believe that Subway has 10% market share currently and not being to eat share from McDonalds, KFC, Burger King and other fast food restaurants, because it is positioned as a healthy substitute. Health is an area which is the strength but also the weakness of subway.

Consumers in Saudi claim to want healthy food but in reality that is not true due to the huge market share of fast food joints. We believe in order for Subway to gain new consumers and grow further, they need to focus on TASTE and FLAVOR more in their communication.

We are not seeking to eliminate the health and freshness factor, but our focus needs to be put on “FLAVOR”.

Target:

We are trying to reach millennial generation from 14 to 34 age group (Male & Female) mostly Saudi Nationals

Communication:

Our suggestions as an agency for the two campaigns is as follows:

Penetration Campaign:

Subway Equity (Main Idea):

In summary, subway has always been to health and freshness.

We will no longer be limited to health but will rather be focused on FLAVOR.

Our main idea here and headline is:

“A FLAVOR FOR EVERYONE”