Challenge
Following the closure of all UK outlets due to Covid-19, Subway wanted to let customers know they were available again, with a phased reopening in May and July 2020. Subway encouraged customers to order safely using advanced ordering for collection, or delivery via third party apps.
Solution
Using Skyrise Intelligence we profiled the digital and real-world behaviours of over 20 million UK mobile phone users. This allowed us to create two highly deterministic ‘Fast-Food Lover’ audiences. One based on active users of third party delivery apps, and one of active users of Subway’s own app or competitor apps. Activate We developed a tiered approach to reach the relevant audience. Using Skyrise Intelligence we identified audience clusters within 2 miles of Subway stores to promote third-party delivery. We segmented users, and activated against them when in proximity to Subway stores. We ringfenced Subway stores that were open or soon to be opening and served with ‘Remote Order’ creative to encourage advanced ordering. To increase awareness of availability on delivery apps we looked to broaden activity outside of the immediate store vicinity. We were able to expand targeting up to 2 miles of store with the overlaying of the profiled ‘Fast-Food Lover’ audience to ensure the highest relevance for targeting.
Results
To measure the success of the campaign, we ran brand studies to assess Share of Voice and the awareness of Subway on delivery apps. The study showed there was a significant uplift of awareness of Subway on third-party apps by an average of 7.3%. 78% INCREASE IN CTR FROM SKYRISE 10M Youtube Views 112k+ Clicks 490k More Customers Aware
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