Subway France Mobile-First Campaign "You Are The Chef" Piles Up More Wins
In a mobile-first world, inarguably mobile is the only channel, allowing marketers to bridge their online and offline activities and measure the effectiveness of their campaigns. Our stance is clear – high quality mobile data is key for reaching your targeted users at the right moment. And the successful campaigns of our clients can affirm our leading position as a central industry player in the advertising ecosystem.
Earlier this year, we shared the success story of the award-winning campaign for Subway France “You are the chef”, in which thanks to adsquare’s precise and accurate mobile audience data available for mobile programmatic advertising, Subway and S4M were able to leverage real-time location-based targeting to attract visitors to Subway restaurants across France. An important feature of the campaign was to “hijack” consumers in the vicinity of competitor outlets to drive them into Subway stores.
Currently, the Subway campaign was shortlisted for 5 different categories at the Effective Mobile Marketing Awards: Most Effective Programmatic Buying Campaign, Most Effective Brand Campaign, Most Innovative Campaign, Most Effective Use of Data and Most Effective Retail/FMCG Campaign or Solution and won 3 of them – the Grand Prix Award for the best campaign overall, as well as the Most Effective Brand Campaign and for the Most Effective Programmatic Buying Campaign. Additionally, the campaign was among the finalists at MediaPost Creative Media Awards and S4M and won the award for most effective Programmatic Buying Mobile Campaign at the MOMA Awards 2017. With its impressive results showing a 46.72% uplift of visits to Subway restaurants all across France, the Subway campaign is also nominated for Web2Store category at the Data Festival in Paris.
With the help of the mobile advertising platform S4M, partners from MediaCom, Lokall and adsquare, the leading mobile data exchange, Subway France was able to gauge the impact of its online advertising. By defining its target audiences through behavioral data and geofencing and measuring foot traffic through the use of device IDs, the innovative campaign use data to improve brand metrics and deliver meaningful insights.
The campaign not only met its objectives to achieve 200K store locator visits, but it also exceeded the goal by 31%, acquiring over 262K visits within 30 days. Overall 5 888 086 ad requests were counted but after filtering out fraud only 4 748 457 impressions were 100% rendered plus one second on the smartphone.
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