Subway: Satu Kaki Lebih Mesra
(2022 Dragons of Asia Gold)
Ramadan is the time of the year where Malaysian Muslims prioritize good deeds and reflection by fasting. But for fast-food chains, this means a drastic decrease in footfall.
So there's the challenge. How can we maintain or even increase footfall for Subway, while championing Muslims in their Ramadan endeavors?
The Insight
Coming out of the pandemic, most Malaysians still needed a push to get over social awkwardness.
The Opportunity
Subway's footlongs are perfect to share for 2 people. Especially with the fact that most Malaysians can't finish a whole footlong by themselves.
The Idea
Satu Kaki Lebih Mesra (One Foot Closer). A campaign that invites Malaysians to come closer, and break their fast together by sharing footlong subs.
