Case Histories

Callaway | SUBWAY | Timex | NASCAR

SUBWAY: "Be Yourself" Advertising Launch with
Michael Phelps

Overview:

SUBWAY Restaurants became the first brand to present new creative with Michael Phelps as he prepares for the World Championships and London 2012 with the launch of the new “Be Yourself” creative platform. SUBWAY tasked Catalyst with publicizing the upcoming creative and activation with Michael Phelps.

Objectives:

Strengthen the association of SUBWAY Restaurants and Michael Phelps as a Famous Fan with target consumers
Showcase the “Be Yourself” theme of the new creative to deliver SUBWAY messaging of how consumers can personalize their sandwiches

Challenges:

Quick timing and limited spokesperson availability required a launch heading into the July 4 holiday weekend and just after the Michael Jackson memorial

Strategies:

Use a multi-phased approach to leverage the new SUBWAY marketing plans with champion Michael Phelps:

Phase 1 – Attain an exclusive feature with a national wire service to break the new marketing plans
Phase 2 – Publicize the new creative nationally via aggressive traditional and digital media outreach
Phase 3 – Produce a made-for-media event with the stars of the new creative

Execution:

Phase 1 – Associated Press exclusive breaking the new SUBWAY marketing plans created a platform for significant coverage nationally
Phase 2 – Following the broadcast premier of the “Be Yourself” creative, the video was posted online via YouTube and other video sharing sites and provided to trade and other online publications
Phase 3 – The event was staged at a local SUBWAY Restaurant on the eve of Phelps competing in the U.S. Nationals in Indianapolis, Jared’s hometown.

Measurement of Success:

Associated Press article generated more than 90 newspaper and online placements including the Los Angeles Times, Washington Post, Chicago Tribune, Yahoo! News, Forbes.com, and Miami Herald
The commercial received various honors throughout the week on YouTube - named one of the most viewed in the sports category
Footage has been replicated and is now linked and embedded on web sites and multiple YouTube videos
Event resulted in more than 70 broadcast segments including on FOX Business Network and in the Detroit, Tampa, Cleveland, Miami, Indianapolis, Phoenix, and San Diego markets among others

Generated more than 17 million media impressions during the month-long program activation (Media Value: $1,421,316.60)

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Case Histories Callaway | SUBWAY | Timex | NASCAR

SUBWAY: "Be Yourself" Advertising Launch with Michael Phelps