New Subway campaign brings power, lightning bolts, rainbows and sparkles to the people

  • News
  • April 28, 2011
  • Ben Fahy
New Subway campaign brings power, lightning bolts, rainbows and sparkles to the people

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.

The first mythological, rocket powered TVC has just gone live and David Herrick, head of marketing at Subway, says the new campaign is about showing customers they’re "the master of their own Sub".

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.

 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

news

Off pitch: The mission to repair the broken pitching system

Appalling, shocking, laborious, unprofessional, unfair and time-wasting were just some of the descriptions we've recently heard describing the pitching process. Suffice to say there's a ...

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit