Objectives: To celebrate 20 years of Subway in France
The aim of the campaign was to getting closer to GenZ by breaking the codes. To this end, in addition to launching collaborations with other younger brands, they offered several competitions on social networks, including one involving a Instagram filter. The aim of this filter was to earn a discount on Deliveroo for the next Subway order.
The brief
The Instagram filter was a AR game in which the user did not have to not move for 20 seconds. Every blink of the eyes, movement of the head or mouth was taking away points on the final score. When the countdown was over, the score was out of 20.
Contact
Filter activations
In order to make this filter viral, Subway made a communication about this filter through various activations.
The competition
Set up a game contest around a filter allows for ancrease the rate of engagement and its visibility quickly. Indeed, in addition to giving users a challenge, it motivates them to play the game and share it in a story.
Influencers
In addition to activating the Instagram filter through a contest, Subway usedinfluence to reach a large number of users. In this campaign, several Grey House Youtubers used the filter in story.
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