Subway: On a roll - IPA Effectiveness Awards Case Study 2007

Brief Description: Subway is a US sandwich chain that sells 'Subs'. This paper outlines how an existing promotional offer was transformed into a successful brand building promotion with a fully integrated marketing campaign. The actual product, the submarine shaped roll, didn't change, but it was repositioned, re-branded as a 'sub' and re-launched. The regional trial became a successful national campaign that went on to be a global proposition. In the first regional test an investment of £400,000 over 11 weeks yielded an uplift of same-store sales of 12% year on year and 12% ROI. A year later, the test region return increased to 30%. ;---(TAGS)--- Full Title: On a roll : how the regional trial of a repositioned and re-branded existing product for UK sandwich chain Subway led to a fully integrated global communications success story ; Number: 2007/38 ; Brand Name: Subway ; Client: Subway / Doctor's Associates Inc ; IPA_ProductCoding: Entertainment & Leisure (Restaurants/cafes inc. takeaway outlets, coffee shops) ; Agency: Frame Agency ; Mediacom Scotland ; Author: Gillian McGhee - Frame, Debbie Kiely - Mediacom Scotland (Contributing), Nikki Gilmour - Mediacom Scotland (Contributing) , Merry Baskin - Baskin Shark (Contributing) ;