McCann Worldgroup Taiwan won Subway restaurant’s creative account, one of the largest fast food companies in North America, after presenting proposals in September. It kicked off Subway’s new winter online and TVC campaign on 1 December.
Gary Chi, managing director of the agency, says there is already high awareness for the brand in Taiwan, with Subway entering the market over a decade ago. “However there is perception from Chinese consumers that its food is ‘too cold’ as Chinese people like to eat hot food in winter seasons."
Hence the objective of this winter ad campaign was to change consumers’ perception by highlighting a series of hot and sizzling grill products, including localised tastes such as chicken teriyaki.
The creative of the TVC is simple: a man eating a hot sandwich in a Subway restaurant; his hair is actually on fire because the food is so hot. A fireman sprays him with a water pistol, and the cheeky tagline reads ‘Babe, you are so hot’.
The core target audience of the campaign is white–collar workers.
In Taiwan, the client also works with local media agency 2008, it used other small creative agencies in Taiwan on a project basis previously, making this campaign the first engagement with a 4A Agency. McCann is Subway's creative agency of record in Taiwan, and the brand also works with McCann in other markets including the UK and India.
Subway competes with other usual suspects like McDonald’s, Burger King, Mos Burger alike in the competitive fast food market in Taiwan.
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