2017 Silver Best use of mobile & connected devices

Havas helia Cirencester

Client: Subway

Subsquad

Campaign overview

Insight showed that Subway customers often dined as a group of friends.

This learned behaviour is one Subway wanted to encourage and reward, to increase both footfall and frequency of store visits.

Strategy

Subway customers were eating together, so a feeling of togetherness had to be at the core of Havas helia Cirencester’s strategy.

The idea was to capitalise on word of mouth, to make existing customers encourage others to come in store.

The goal would be to make the message personally relevant, as it is not only coming from Subway, but someone you know is actually in a Subway.

Creativity

Havas helia Cirencester invented Subsquad; a creative tool that allows members to easily form and join a ‘Squad’ using app-based tech they knew their target audience was familiar with. And because the Subcard app already existed, they instantly had access to 1.6m users.

With Subsquad, Subway customers can boost their Subcard reward points every time they - and their friends - members of their Subsquad, make a purchase via the Subcard app.

Over a time limit of four hours, a group of up to eight friends can earn 50 bonus points each with every transaction.

Each Subsquad can have its own identity, creating a sense of unity. Members can even be at different ends of the country.

The Subsquad initiative exploits the behavioural learnings the team identified to drive more customers in store. It also opens up the opportunity to add in gamification to heighten engagement and interactivity.

Results

38,000 Subsquads have been formed, increasing footfall in store dramatically. Members' average frequency of visit went up to 62% in the first 60 days post-launch.

In the four months between March and June, the amount a Subsquad member spent was £18.92 more than a registered, active Subcard holder not in a Squad.

Founders of a Subsquad are powerful brand advocates. Subway witnessed their frequency of visits go up by 45% and the frequency of those they 'recruited' into their Squad by 78% proving that capitalising on word of mouth amongst a group of friends is a compelling strategy, especially when social media can be actively exploited.

Team

Matthew Fitzsimons (Head of Planning) Havas helia Cirencester - David Burrows (Planning Director) Havas helia Cirencester - Anna Barrowclough (Account Director) Havas helia Cirencester - Jon McWee (Design & UK Lead) Havas helia Cirencester - Kathryn Ratcliffe (Project Manager) Havas helia Cirencester - Georgina Perkins (Managing Partner) Havas helia Cirencester - Sacha Clark Marketing (Director) Subway UK & Ireland Subway (FAF) - Christie Partridge (Assistant Marketing Manager) Subway (FAF) - James Reddington (Head of Subcard (Europe)) IPC-Europe - Jane Abbot (Programme Manager) IPC-Europe - Stephanie Norman (Assistant Subcard Programme Manager) IPC-Europe - Mike Watson (Creative Director) Havas helia Cirencester - Mark Chater (Associate Creative Director) Havas helia Cirencester - Kerrie Turner (Senior Account Manager) Havas helia Cirencester - Emma Browne (Subcard Development Manager) IPC Europe - Ian Fooks (Experience Lead) Havas helia Cirencester - Paul Harrison (Designer) Havas helia Cirencester

Contributors

Altaine App (Development) Transactor (Data Infrastructure) McCann (Instore POP)