In September 2021, the biggest news story was Australia’s $90 billion deal with the USA and UK for nuclear submarines, called AUKUS. It enraged the French government who lost out on the deal. And it enraged the Australian public with so much money being spent on submarines.
This deal was giving subs a bad name. So Subway decided to do something about it.
Overnight, we turned around a full-page print campaign across all major mastheads in the country – selling our much cheaper, much tastier, less nuclear subs.
And the ad went viral:
Over half a billion viral impressions in just three days (seen over 533 million times)
Over $3.7 million AUD in earned viral reach (at a modest $5 USD CPM).
Sources: Netbase 2021, Statista (average global twitter spend for CPM) 2021
