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Competitive Intelligence for Fast Food: Subway's New Ad Look

Posted by Gary Getto on Feb 3, 2016 10:44:55 AM
 
Subway’s back, with gusto!  Of ABX’s Top Ads of the Previous Week, Subway scored #1 in three of the five media types tested by ABX each week – Television, Internet and Out-of-Home.  Relating to its slogan, “Founded on Fresh,” the highly effective advertising plays off words, letters and numbers with super-crisp typefaces, memorable low prices, and fresh-looking food.  For more ad analysis on other industry categories, see our Competitive Intelligence resources tab.


New Subway Advertising Effectiveness Scores Are Gigantic.  Simplicity seems to Rule the Day

While the ads are good, one can’t help wondering if the high scores … especially for Reputation … aren’t consumers’ way of saying, “hey, we always liked the concept that built the franchise … welcome back.” 

New Subway TV Ad with 135 Score.

For example, see the TV spot above, which has an overall ABX Creative Effectiveness Index of 135 (+35% over norm).  While that’s great, the Reputation score is truly stunning at nearly double the average reputation score (ABX Index 198).  Awareness and Message are strong, and Call-to-Action is 44% above average! 

Scorecard for Subway's TV spot.

Or consider the Internet Video ad below.  It’s all about “$4.44.”  Everything.  And folks ‘get it’ with a high score for Message (+36%), Reputation (+81%) and Call-to-Action (+57%).

Simple and clean Video Ad for Subway.

Ad Scorecard from ABX for Subway Video.

The campaign translates well to billboard, too, with the same clean, clear look and focus on price. The ad effectiveness scores below are well above average for Out-of-Home.

Ad concept translates well into this Subway billboard.

ABX Scorecard showing how successful Subway OOH ad is.

What are the learnings?  We believe people love the Subway brand and are happy to respond to its new advertising look and feel.  This is a great example of smart, effective advertising that hearkens back to a brand’s foundation in a fresh, new way.   Stay tuned for other Competitive Intelligence for Restaurants, Food, Financial Services and more.


Are you satisfied with your current creative effectiveness?  Is it resonating through Awareness and Message, and having an impact on Reputation and Action?  ABX provides the largest normative database in the industry across all media types. On average you can improve your creative effectiveness by 17%


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How the ABX Testing is Done

ABX provides ad effectiveness scores from human respondents against 14 variables and in all media types. ABX Index values are a comparison of the results of an ad versus the average of all ads in the ABX database (100,000+ ads). Click for more information about definitions and methodology.

 

Topics: Restaurants

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