2017 Winners & Shortlists

The Campaign

The objective for the creative was to inspire customers to visit store, a call to action was made to encouraged users to visit to store through messaging such as ‘Find your nearest Subway’ with an expandable map to show their nearest store. The creative was split between the two products and the corresponding audiences: ? Salads - aimed for healthy fast food fans ? Wrap Platters - aimed for healthy fast food fans who were likely to host lunches with multiple people The creative was mindful to provide an interactive and fun advertising experience for Subway’s audience through the creative e.g ‘Shake your phone to know the salad for the day’. Advertisements were delivered at peak times such as around lunch time, in proximity to the stores. The creative was built to deliver on mobile, comprising of 320x480 interstitial and 320x50 expandable to show

Creative Execution

Blis built the creative in house for Subway and was delivered via Celtra to target audiences across the dates of 3rd- 31st August. Locations were geofenced to measure footfall. Blis’ technology was then used to track and collect the Device IDs seen at Subway locations, then follow these device ID's throughout their journey across the UAE, retargeting them when at home or in office connected to Wi-Fi, when they are most likely to be influenced by advertising and tracking their foot through rate back to store. The campaign results were measured by Blis and liaised between the agency and Blis. The campaign was set to deliver engagement through footfall, audiences were optimized based on their likelihood to convert into store. A/B testing was used to show the impact the ad had on footfall behaviour.

Unique users tracked for Footfall: 5,006???? ?FTR: 4.2%???? ?Impressions: 1,179,681???? Unique users exposed to ad: 118,580 ?Overall CTR: 0.59%???? ?Best performing banner is 320x480, CTR:1.49%???? ?Best day and time to expose ad: Thursday at 8am or 1pm???? ?Best day and time users visited store: Friday between 5pm-6pm???? ?The engagement of the campaign was measured not by the number of people who clicked on the ad, but by the number of people who physically went into store, shown as a foot through rate (FTR) ???? ?The FTR was 4.22% a brilliant result for Subway after an impressive 5,006 unique users were tracked back in store after viewing the ad. The peak CTR was 1.49% for mobile, showing that for a convenient food store, audiences were being influenced when on their device, presumably clicking to open the map to find their nearest store. ???

Blis’ location technology platform was utilised using two Blis products: Proximity and Path. Proximity was used to geofence a list of provided Subway locations, individuals seen in these targeted locations were served in real time, the device ID’s seen in store was also pulled into an audience pool and again retargeted once seen in proximity to Subway stores as well as at home or in office connected to Wi-Fi. Dynamic creative was served showing a map to the nearest store, clicking on the app lead through to the devices map services. The effectiveness of the campaign was measured through the number of devices seen again in store after being served an advertisement. A/B Testing was used to measure the impact the ad had on audiences store visitation habits.