Subway serves up tasty deal to consumers

Friday, 08 May 2009

Subway, the popular high street sandwich store, is to launch an innovative ad campaign to promote its new meal deal over i-design’s atmAd cash machines. The campaign, which was bought by Mediacom, goes live across the West Country region on May 4 and entices consumers with a free bag of crisps or a cookie, and a drink if they present their Subway branded ATM receipt when purchasing any sub sandwich.

The ads, which feature a video ‘how-to’ guide for redeeming the free treats, will run across 180,000 transactions on cash machines in close proximity to Subway stores. The campaign expects to distribute 45,000 take-away receipts, featuring the tear-off-and-redeem branded message.

“We needed a dynamic advertising medium that could physically place discount vouchers into the hands of consumers,’ said, Kevin Tilling, Board Chair for the West Country Regional Marketing Board at Subway.

“The vouchers, in combination with atmAd’s capability to deliver a package of ATM sites in close proximity to stores, appealed to us as a powerful way of communicating with potential customers. By highlighting the Subway offer, the adverts drive hungry consumers to Subway stores, and encourage them to save money through buying the meal deal at a time when saving money is a high priority,” he added.

“atmAd is a powerful medium for brands seeking to target specific audiences one-to-one,” said Ana Stewart, CEO, i-design.

“The ability to reach consumers geographically through site-specific cash machines and offer instant discounts on printed receipts ensures maximum personal engagement and strong ROI,” she added.