2013 Winners & Shortlists

The Brief

Ramadan is fasting period for Muslims across Saudi Arabia and has always been a DEAD season for Subway. Subway sales drop significantly by 60 – 70 % during Ramadan. Our challenge was to break this 20 year old trend without any TV copy (strongest media in KSA) and budget of only US$ 160K. Our key target was the Saudi Male (Females can’t go out unescorted). And while they consumed traditional oily foods in Ramadan, our insights indicated that oily food wasn't avoided as benefits weren't evident to our target (68.3% of Saudi are overweight – Forbes).

Describe how the promotion developed from concept to implementation

Our insights revealed that in a gender segregated society like Saudi, being muscular was the epitome of looking good and being fit. So we created a media that has the highest receptivity – body builders! Our Subway Body Builders (SBB’s) hence were the “proof” of healthy eating and delivered our message to our target. Targeting people for IFTAR (fast breaking time) is nearly impossible as traditional foods dominated. So we decided to target them through SUHUR (the pre dawn meal).

Describe the success of the promotion with both client and consumer including some quantifiable results

Unlike previous years where Subway sales dropped by 60 - 70%, the sales GREW by 20%! And the SBB’s strategic insight became the driving force behind all Subway efforts in Saudi Arabia. And we have now started a mission towards a healthy Saudi Arabia with our 10,000 members working towards a healthier Saudi Arabia.

Explain why the method of promotion was most relevant to the product or service

Desk research revealed that only ones doing brisk business in Ramadan were the Shisha (hubbly-bubbly) cafes (up 40 %!) where 90% of Saudi males frequented for Suhur’s. Our Saudi males were reminded of Subway’s benefits through most receptive media (Subway Body Builders) at the right place (Shisha cafes) at the right time (Suhur). Standard promotion through dailies was announced for higher trade acceptance (Shisha cafes etc.). We partnered with body-building institutes to promote healthy eating through the SBB's at key Shisha cafes. And we enrolled them in our health program and continued with digital newsletters and health content from Subway.