Case Study
Subway uses HAQM Fresh bags to drive traffic in the United Arab Emirates
Goals
- Raise awareness and engagement for their new breakfast menu
- Increase breakfast sales
Approach
- Collaborated with HAQM Ads to rebrand the HAQM Fresh bags, transforming them into a marketing tool
- Used HAQM DSP to engage audiences on and off HAQM
- Supported the campaign with social media to create buzz and amplify awareness.
Results
- 100,000 Subway branded HAQM Fresh bags were distributed
- More than 1,700 QR code scans recorded, achieving a scan rate of 1.6%
- 16 million impressions across digital platforms
Subway, a global fast-food franchise, has been a cornerstone in the quick service restaurant industry since its inception in 1965. The brand introduced a new breakfast menu in the United Arab Emirates, tailored for early risers, commuters, and students. To launch this, Subway executed a multifaceted campaign including the innovative use of HAQM Fresh bags as an offline touchpoint to incentivize customers to try their new menu in stores.
Fresh branding leading to fresh coffee
Recognizing the potential to reach a broad and diverse audience, Subway collaborated with HAQM Ads to completely rebrand the HAQM Fresh bags, transforming them into powerful marketing tools that prominently featured Subway’s signature green and yellow colors, logo, and an exclusive breakfast offer aimed to drive foot traffic to its branches.
The offer—a free cup of coffee with any croissant purchase—was displayed on the bags, accompanied by a scannable QR code that directed customers to their nearest Subway store for redemption. This innovative approach not only enhanced brand visibility, but also bridged the gap between online and offline marketing by providing a tangible incentive.
Subway’s rebranded HAQM Fresh bag featuring their exclusive breakfast offer.
To complement the rebranded HAQM Fresh Bags, Subway strategically used HAQM DSP to engage a audiences on and off HAQM, ensuring that the breakfast offer resonated with a wide variety of customers wherever they browsed. Additionally, the campaign was supported with social media to create buzz about the promotion and amplify awareness.
Scan-tastic success
Over a two-week period, 100,000 Subway branded HAQM Fresh bags were distributed, integrating the Subway brand into the daily lives of consumers in the UAE.1 The campaign generated significant engagement, with more than 1,700 QR code scans recorded, achieving a scan rate of 1.6% (+60% above the industry benchmark).2
In addition to the offline success, the campaign also garnered 16 million impressions across digital platforms, aiding towards the growth of Subway’s breakfast category.3
1-3 HAQM Internal Data, UAE, 2023