The objective is to build awareness of the new product, maximise new trial and convert burger fans.
Gary Chi, managing director of McCann Taiwan, said that Subway has been seen as more of a 'foreign brand' and is less relevant to everyday life, compared with other fast-food names such as McDonald's, KFC and Mos Burger.
To maximize media and public excitement and strengthen Subway's brand relevance with Taiwanese consumers. the TVC leverages traditional Hong Kong Kung Fu movie tropes (including poorly matched audio and lip movements). The tagline for the TVC, which started airing on 4 July, translates roughly as 'Big gun does not eat hamburger, but Lobster Salad Sub'.
Aiming to spark word-of-mouth in the social-networking sphere, the agency produced a 40-second version of the ad, which debuted on 6 July and has reached more than 211,000 views on YouTube.
The spot has earned news coverage, and consumers have also joined the fun 'kuso' game by producing their own versions of Kung Fu master laughing based on the footage.
Chi reported that within a week after launching the campaign, sales had increased more than 15 per cent.
In Taiwan, Subway has more than 130 restaurants and works with a local media agency. McCann Taiwan has been creative agency of record since last year. The brand also works with McCann in other markets including the UK and India.
