Subway Rejuvenation: Let Generation Z Fall in Love with Sandwich Stage One "Green Worry Is Right" Directly Hit Generation Z Insight to Build Emotional Connection Stage Two "Magic Dance", Interact with Generation Z on an Equal Footing and Innovate Communication Content

In the more than 20 years since entering China, in the face of the rise of more and more diversified Western-style fast food brands and the fierce industry competition, Subway is facing the challenge of becoming a "passerby who seems to have known each other" in the hearts of the new generation of Chinese consumers. How to re-win the hearts of Generation Z through the two key windows of Subway's new product launch this year, creating a creative communication campaign with local insights and delivering distinct product roles for the brand, is our challenge.

<h1 class="pgc-h-arrow-right" data-track="2" > stage one</h1>

<h1 class="pgc-h-arrow-right" data-track="3" > "Green Worry" hit Gen Z insights</h1>

<h1 class="pgc-h-arrow-right" data-track="4" > build emotional connections</h1>

In the middle of summer 2021, genz's undertone is anxiety. The stock market is drifting green, the graduation season is a big job disaster, and every GENZ mood is shrouded in worry. Subway, which observed this insight, took advantage of the situation to go first, turned anxiety into energy, took the positive "green" brand color as a breakthrough, passed on Subway's fresh brand attitude of "green worry is right" to the younger generation, filtered anxiety with green, and deeply stimulated the emotional resonance of Generation Z.

The attitude poster focuses on the current workplace/life/fitness/academic anxieties

Offline marketing event blessing, report a secret code together to "filter green"

In June, the limited marketing campaign is diverted to the store, as long as you go to the store to report the secret number "filter green" to the clerk, or show the "green item" to the clerk, you can get the package discount.

At the same time, Xiaohongshu bloggers and WeChat local accounts are invited to participate in online content co-creation to attract more potential consumers to participate in the store.

Occupy the main social position of young people, vibrato, and reach different circles from multiple angles

Construct a communication matrix with douyin head and middle waist kol, and create a new product with a personal style with brands.

At the same time, the #and Subway Green Movement Summer topic was launched on Douyin, and the cross-field UGC content reached different circles from multiple angles, aroused user interest, and successfully spread the brand influence in a short period of time.

<h1 class="pgc-h-arrow-right" data-track="43" > stage two</h1>

<h1 class="pgc-h-arrow-right" data-track="44" > "magic dance" and interact with Gen Z on an equal footing</h1>

<h1 class="pgc-h-arrow-right" data-track="45" > innovative dissemination content</h1>

After harvesting a number of brand goodwill, Subway took advantage of the victory to chase, took advantage of the new product listing window to make a strong appearance on Douyin, used the fresh taste of "sour CP" to dance with the young people's magic, and opened the listing of new sandwich products through online and offline dimension-breaking and games, successfully creating an interactive content field for the rejuvenation of Subway products.

Golden Sands Prawn Theme Song, magic dance with young people

A magical theme song is tailored for the new summer flavor of sand prawns, and the delicious taste of sand prawns is interpreted in an interesting and alternative way. Expressing the diversity of Generation Z: "Just like the Sands prawn sandwich, young people have to dare to show off all kinds of faces. ”

Catchy lyrics and melodies, paired with fun and magical dances, a Saibaiwei Sands prawn-themed dance song, playing with young people in a way that is closer to young people.

Break the dimensional wall and link with the game, bringing super-burning blood surprises

In addition to the magical theme song, Subway also links up with NetEase Game Motorized Urban Alpha and Pepsi Cola, so that The fresh flavor of Subway can buff for gamers and continue to replenish energy.

Online and offline to break the dimensional wall, bringing Subway into the virtual game world. Online in the game "Winner is King" mode, players have a chance to trigger the linkage limited edition candy house mode, bringing high-energy supplies to all players!

At the same time, a pop-up store and a joint theme store were set up offline, which originally restored the game scene of NetEase Game Mobile City Alpha. Pop-up stores also have popular COSER infestation, attracting many consumers to punch in and interact.

Recently, Subway joined hands with the popular mobile game Yin Yang Division and Meituan Cuisine to carry out the fifth anniversary linkage activity with the theme of "food". Subway Restaurant will appear in the Yin-Yang Division game, allowing players to participate in the interaction and get delicious benefits. Offline, there is also a Yin-Yang Division theme store, participating in the Yin-Yang Division Pentagram Summoning Activity, and immersively experiencing the two-dimensional game world.

People from all walks of life came to visit the store, and a new trend of sandwiches was set off on the whole network

Gather food bloggers from different cities across the country to experience the fresh taste of Subway on Douyin, Little Red Book, and WeChat local accounts, and set off a new trend of sandwiches on the whole network.

Invite the celebrities to the store to taste the fresh summer taste of Jinsha prawns, breaking through the established public perception, eating meat at the same time can be fresh and healthy.

At the same time, the media in various fields have spoken out and created momentum to help Subway out of the circle to all circles

No brand can be young forever, but there are always users who are young. At this time, Gen Z is constantly innovating in various fields to create trends that belong to this generation. After this summer, we look forward to continuing to work with Subway to help brands continue to deepen their localization communication strategy in the Chinese market through innovative media procurement and content planning, and collide with Generation Z to create more surprises and possibilities."