Hasta La Creative!

In a campaign concept developed by J Walter Thompson Sydney that went to 60 countries, more than 40,000 Subway restaurants recently invited customers to join the Subway Live Feed to help fight hunger around the world.

The real-time data-led Subway Live Feed campaign, was devised by J Walter Thompson Sydney specifically to celebrate World Sandwich Day and saw Subway partnering with local hunger-relief charities. 13.3M meals were donated to charity across the globe as a direct result of the campaign.

For every Sub bought, Subway gave a meal to someone in need through partner charities. Meals donated on World Sandwich Day were tracked through the Subway Live Feed digital ticker in real time.

For the majority of participating countries, a live API sourced from Subway’s point-of-sale devices at the restaurants was used to demonstrate in real time a country-specific and global live tally of the number of meals that Subway was giving to charity.

Individual countries displayed their tally on their campaign microsite, on digital banners and on dynamic outdoor billboards around the world, including 42nd Street, NYC. Word was also spread via social.

J Walter Thompson Sydney won the Subway World Sandwich Day business in a global pitch against agencies from Canada, UK, USA, MEA and LATAM in August.