Youtube VideoSubway has just been given a creative spruce up by its recently appointed agency Publicis Mojo and, for a fast food brand that's generally played it pretty straight with its marketing in the past, the new 'You Rule!' direction is rather surreal and of the times, with a big nod to video game culture, crude but popular YouTube animation and possibly even robot unicorns.
Mojo's Lachlan McPherson says the client is very happy with the response so far, both from the 220 franchisees around the country and from the digerati.
"It's basically the first part in a campaign that's rolling out over the next weeks and months," McPherson says. "But there's a total rebrand in store, too [it even stretches as far as the bathroom mirrors]. The 'You Rule!' thinking is about having more choice and more control, and we've tried to bring that to life."
As well as this rebrand, Subway and its direct agency justONE recently launched the Subcard App, the first national loyalty card available on mobile in New Zealand, and also added Facebook to its social media portfolio.