Download case study

Research reveals the success of Underground advertising in capturing new markets and promoting new product ranges

Back to case studies

Subway 6 Sheet Campaign

Subway ran a 6 Sheet Underground campaign in June 2007 promoting the launch of the ‘8 under 6g’ range of Low Fat Subs for £2.99 with a drink or side. The advertising was targeting 18-39 year olds who do not normally visit Subway.

Some of the key findings were:

  • Good increases in spontaneous awareness pre to post of Subway as a “Sandwich shop” especially amongst core target groups of younger, ABC1, full time workers
  • Those who saw the Tube advertising were twice as likely as all adults to spontaneously mention Subway, proving the Tube advertising brought Subway front of mind
  • A quarter of all Tube users and almost two thirds of frequent Tube users saw the advertising
  • The creative was popular for all attributes measured, with two thirds of those who saw the Tube advertising rating it as good
  • The advertising clearly portrayed Subway’s “Lite Lunch” as good value. This opinion was highest amongst the core target audiences with 66% of 18-24 year olds and 57% of full time workers agreeing it represented good value
      Download the case study for more stats

    Formats used