Introduction
First I’d like to thank Subway and AMC for letting the other guys go first and for allowing me to pitch your new campaign.
The RFP
Subway has asked agencies to create a new ad campaign promoting Subway’s new breakfast menu to the 18-24 demographic.
The Facts
18-24 year olds rarely eat breakfast. They are graduating from being teens to being adults, they want to be seen as grownups. They feel that they are part of a better, more unique generation. Some live at home, some are in college, some are working. The live in both suburban, rural, and metro areas. They are much more health conscious than their parents who raised them on macaroni and cheese and hamburgers.
Sue is in college studying anthropology. She has an 8:30 class, which is tough because her theater rehearsals go late into the evening after which she still has several hours of homework. She grabs yogurt and a banana at the college cafeteria.
Peter lives at home with his parents. He takes a few classes at community college and works a night job at the mall. He goes out with friends at night and has only one morning class. His mother has something waiting for him when he gets up for that class, but otherwise he’ll stop by Dunkin’ Donuts for a coffee and pastry before getting to class.
John works as a bank teller. He gets up early, works out, irons his clothes and reads the Wall Street Journal before heading to work. He has granola and fruit in the morning because he can’t take those greasy McDonald’s breakfast sandwiches.
Franklin works for a financial firm. He takes the subway from the Village to downtown every day. He has to have his coffee, but he tries to eat healthy otherwise.
The Pitch
Subway: Your Breakfast, Grown Up
We start with the big idea, not clever executions because it’s important to not just come up with a clever commercial that will die in a few months, but come up with a platform from which a traditional, pr, digital and social campaign can be fueled.
Subway: Your Breakfast, Grown Up hits on several points at once:
- It makes it clear that Subway is addressing the audience.
- It makes it clear we’re talking about breakfast.
- It addresses the desire for our audience to be and be seen as adults.
- It separates Subway from the other, less mature, less healthy breakfast options.
- It focuses on YOUR breakfast, not what other people might eat.
We will be using a 3-pronged approach to messaging:
- Healthier
- Not the same old thing
- Made for you (your generation)
Each execution will touch on at least 2 of these messages at once.
Television
We will be focusing on an integrated campaign rather than focusing on television spots as statistics show that live network and cable television viewing is rapidly declining among 18-24 year olds. it is quickly being replaced by non-traditional channels such as YouTube and Facebook. What television programming is being ingested by young adults is being done through laptops, cell phones, tablets or DVRs, making TV commercial placement less efective than with an older audience.
What television spots we do create will be run on channels such as G4, MTV, and very specific shows like Grey’s Anatomy, Two And A Half Men, targeting the most popular networks and shows for the 18-25 year old audience.
Not Your Dad’s Breakfast :30
Mobile
Mobile channels wil be extremely important to reaching our audience. A Subway breakfast app will be created to alert consumers to nearby Subway’s (this is focused on breakfast but can be opened up to other meal menus as well), daily deals, bring a friend coupons, rewards for checkins (published to Facebook, Twitter, G+ and similar to the Subway punch card), healthy exercise and diet tips, restaurant rating, carb counter, cause support, etc.
Social Media
All new menu items will be posted to a Subway Pinterest, Facebook and Google Plus accounts along with photos of customers. Twitter, G+ and a Facebook app will be used to alert fans and followers to daily deals, new menu items, health and diet tips.
We will launch a YouTube channel focused on the lives of our 18-24 year old audience. Visitors will be encouraged to share videos of their day from the time the wake up until 11am. They could be taling heads, animations, documentary-style. We want to see all of the things young adults are doing in the morning powered by Subway breakfast sandwiches. We want them to encourage their friends to view and share their mornings with us because the morning is when you start your day, and Subway breakfast sandwiches are how you start that day right.
The Cause
Subway will choose a cause that is important to our 18-24 year old audience. A portion of all breakfast sandwich sales will go to this cause when the customer scans the QR code or enters a code on their receipt through their mobile app, mobile site or dekstop site. Supporters will be given a user name and profile so they can monitor and share the amount they’ve raised through purchases. Conversations surrounding this cause will be held on G+, Twitter, Facebook under the umbrella of the Subway presence on those sites. These channels will not be used to sell product, only to host, update, and share information and conversations about the cause with minimal branding.
Wrap Up
Thank you for honoring me with the opportunity to pitch Subway and Beat The Pitch.
