CLIENT
Subway Arabia
May Omran, Marketing Manager
Zeinab El, Marketing Director
AGENCY
Ibrahim Hasan, Head of Digital
Kenza Nait, Content Manager
Antoine Jabbour, Social Media Executive
Yemann Aung, DOP, Lead Editor
Shahbaz Khan Zobairi, Creative Director
Mohammed Alnashash, Social Media Executive
Ahmed Nour, Project co-lead
Bhakti Majumdar, Project Lead on AI implementation
Magna MENA Dubai
Tala Fayed, Lead Media Planner
SUMMARY
Subway faced tough competition from big spenders with agile ordering systems, dominating the food scene being 35% cheaper, with 80% share-of-voice. To counter this, Subway introduced Submelts, a fresher, heartier, and faster product. The challenge was promoting them in a cheese-saturated market. We found that Submelts evoked nostalgia of "mom's cheese sandwiches." This insight revolutionized our approach, forging connections between memories and Subway's new melts through an AI powered blind taste video. The result: Subway outperformed competitors, achieving growth, awareness, consideration, and purchases with just 17% of their media budget.
