Subway
Subway used a Mobile Billboard campaign across Melbourne to target tradies, construction workers and other mobile workforces during the busy lunchtime period.
With many Subway restaurants operating across different suburban and commercial catchments, the campaign was designed to provide local store support while giving participating locations a point of difference from nearby fast-food and takeaway competitors.
The Mobile Billboard allowed Subway to take its lunch message directly to industrial areas, construction zones, trade supply precincts and major roads used by workers travelling between jobs.
Targeting Tradies at Lunchtime
The campaign focused on reaching workers during the lead-up to lunch and throughout the midday period.
Routes could include:
- Industrial estates
- Construction and development areas
- Business parks
- Trade supply precincts
- Hardware and building supply retailers
- Service stations
- Major arterial roads
- Local shopping strips near participating Subway stores
The Mobile Billboard could circulate through these areas before moving closer to selected Subway locations around lunchtime, helping connect the advertising message with a nearby store.
Supporting Multiple Subway Locations
Subway has a broad store network across Melbourne, with many restaurants serving their own local customer catchments.
The Mobile Billboard provided a flexible way to support different store locations as part of a coordinated campaign. Each campaign day could focus on a specific group of stores, with routes planned around nearby workplaces, industrial areas and major commuter roads.
This allowed Subway to maintain consistent brand messaging while providing meaningful local support to individual restaurants.
Creating a Point of Difference
The lunch market is highly competitive, particularly in areas with multiple fast-food outlets, bakeries, cafés and takeaway stores.
The large-format Mobile Billboard helped Subway stand out from surrounding advertising and provided a point of difference for participating stores.
The creative could promote fresh ingredients, made-to-order meals, value offers or a specific lunchtime message, while directing customers towards their nearest Subway restaurant.
Why mobile billboard was used:
A Mobile Billboard allowed Subway to follow its target audience rather than waiting for customers to pass a fixed advertising location.
Routes could be adjusted to target active construction areas, industrial precincts and busy trade zones at the most relevant time of day.
The format also provided 100% share of voice, ensuring the Subway message remained prominent throughout each campaign day.
Campaign Outcome
The main outcome for Subway from this campaign was to attract corporates and other field workers during their mealtime, which they achieved through continuous targeting and retargeting in their desired areas. The campaign was designed in such a manner that their messaging regarding lunchtime should be delivered on time with respect to their unique selling point among the competitors. The success of that campaign shows how mobile billboards can be utilized in franchise networks, and you can find potential customers through proper targeting.
