Subway - Subsquad
European launch campaign
Instore Experience + Messaging
Personalised Notifications
European Toolkits
Contextual Messaging
App UX, Design, Build
Loyalty, CRM
Rebrand a cross all European assets
Results- Over 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.
- 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.
Multiple Award winner
Join forces with your friends, race against the clock and earn bonus points with Subsquad.
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.
The idea was to capitalise on word of mouth and get existing customers to 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.
Subsquad was invented; an experience that allows members to easily form and join a ‘Squad’ that alerts each other when someone is in Subway. If they beat the clock and purchase, they and their friends earn extra points, offers and snacks.
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 to drive more customers into store more often. It also opens up the opportunity to add in gamification to heighten engagement and interactivity for one off special offers or campaigns.
