Subway has debuted a multichannel effort to push forward its “Make It What You Want” campaign.
The initiative launches across TV, social and digital channels in the U.S. and began with a 60-second spot called “Anthem” that debuted last week during NBC’s coverage of the Olympics. It features live action and user-generated content showing how Subway fits into various life experiences.
“We’re talking to consumers in a new way about what we’ve always been [about] by showcasing people’s individual lives and expressions with Subway in them. It’s about making an emotional connection through that common value,” says Chris Carroll, chief advertising officer at Subway.
A big push on social includes Facebook, Twitter and Instagram with a range of organic and paid content, including new headers on each channel and several static images. “Anthem” will be running across NBC’s digital properties, on YouTube and on the Tremor video network.
Advanced analytics helped drive strategy and creative for the campaign, taking a “people-first worldview.”
“We’re defining who we are in a more contemporary way with this campaign,” he says. “It showcases how we’re uniting our brand with today’s consumer’s lifestyles.”
The campaign comes after a major shift in marketing strategy. For the first time in more than 25 years, the brand consolidated its U.S. and Canadian media and creative business with one partner—Dentsu Aegis Network.
“We’re in a competitive space and we’ve been in this for more than 50 years,” Carroll says. “We’re constantly challenged—and challenging others—to stay relevant and we believe “Make It What You Want” delivers on that.”