Subway, which is one of the biggest and most widely spread fast food chains in France with over 500 stores, launched a campaign in which they leveraged real-time location–based targeting to attract visitors to its brick and mortar restaurants, and measure foot traffic.
With the help of the mobile advertising platform S4M, and adsquare, the leading mobile data exchange, consumers within the range of up to 400 metres from a Subway store location, viewed a unique ad with a tailored message, which displayed the distance to the closest Subway store nearby.
adsquare paid an integral part in assuring that the campaign goals were met by providing the campaign with the most accurate and precise mobile audience data, which adsquare makes available for mobile programmatic advertising. In addition to this, thanks to adsquare’s data, Subway measured +46.72% increase in visit rate to the Subway restaurants.
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The campaign not only met its objectives to achieve 200K store locator visits, but it also exceeded the goal by 31% and acquired over 262K visits within 30 days.
The Subway campaign is currently nominated for the MediaPost Creative Media Awards, under the Mobile Media category, and won two awards at the Marketing Innovation category for the Best Use of Mobile and the Best Food and Beverages campaign at the Cristal Festival.