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Avast Ye's High Seas Are Calling All Sub-Lovers in New Gaming Experience

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Subway partnered with Wunderman Thompson AUNZ to reveal its first-ever game 'Sink a Sub' where everybody wins instantly

Avast Ye's High Seas Are Calling All Sub-Lovers in New Gaming Experience
Subway has unveiled its first-ever gaming experience, 'Sink a Sub', a virtual at-sea battleground that will transform the way consumers engage with the brand’s most iconic product – the submarine sandwich. Across November, Sink a Sub players can win a treasure chest of prizes including an Isuzu M-UX, $10k cash, bikes and Subway food.

Every customer purchasing a sub-and-drink at participating Australian and New Zealand Subway restaurants will receive a code for a high-sea gaming experience that invites players to sink a submarine sandwich on the digital gameboard.

“With 'Sink a Sub', we’re doing things in a fresher way and making everyone a winner. Every guest who plays wins a prize. So even if you miss when you fire your meatball cannon, you’ll still win instant swag, including Subway cookies, drinks and meal upgrades,” said Subway head of marketing, Rodica Titeica.

'Sink a Sub' is Subway’s first venture into a gaming experience, with the concept, build and promotion developed by Wunderman Thompson in Australia and New Zealand. The agency’s specialists in creative, experience design, shopper and technology led the gamification strategy and experience, plus the CX and path-to-purchase retail campaign.
WPP AUNZ’s Ikon Communications (Brisbane) will use the power of multiple media channels to build relevance and drive action, delivering scale and frequency to make Sink a Sub feel like the biggest ship on the ocean. Unlisted (formally known as Passion Pictures) also worked alongside Wunderman Thompson to bring the animation of the gaming experience to life.

Frank Martelli, experience design director at Wunderman Thompson, explained: “What began as a hallway conversation over 12 months ago has now seen a passionate team at Wunderman Thompson, Ikon and Subway come together to bring Sink a Sub to life! It's a simple idea that brings fresh energy to the brand in a new and unique way. We’ve been very focused on making the game seamless and engaging for users to interact with, whilst working hard to build in complex gamification strategies and frameworks to ensure Subway customers return to restaurants and the game again and again and again.”

Partner, shopper marketing at Wunderman Thompson, Georgia Bruton, added: “We know the most motivating and successful promotions are the ones that deliver instant gratification, but logistically they are the hardest to execute. The Subway team were undeterred and agreed that to deliver a successful campaign, we needed to reward all customers with not only a fun and interactive experience, but one in which everyone wins instantly. Well done to Subway for believing in such a great idea and for being such a great partner. It took true partnership skills to make something like this happen, especially in the space of three months.”

“Wunderman Thompson and Passion Pictures (Unlisted) have brought this digital treasure-map alive with market-leading animation and gameplay. This November, plot a course for Subway and claim your own share of the treasure with Sink a Sub,” continued Rodica.

'Sink a Sub' will be heavily promoted online, in-store, TV, OOH and radio throughout November. 

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Client: Subway

Head of Marketing ANZ: Rodica Titeica

Senior Marketing Manager: Ben Mile

Marketing Manager: Raquel Hine

Assistant Marketing Managers: Kate Munro and Wannetta Samidurai

Assistant Marketing Manager – Loyalty: Geoff Fowler


Agency: Wunderman Thompson

Partner: Ana Lynch

Group Engagement Lead: Sheridan Turner

Engagement Manager: Bronte Rohrig

National Chief Strategy Officer: Angela Morris

Experience Design Director: Frank Martelli

Head of UX Design: Yvonne Jahn

Senior UI Designer: Marvin Cheung

UI Designer: Kate Roden

Junior UX Designers: Koji Yajima and Heidi Fidel

Associate Creative Directors: Nick Doring and Kat Thomas

Art Director: Amee Wilson

Copywriter: James Southey

Designers: Julian Batty and Evelyn Tran

Tech Lead: Ben Dubuisson

Digital Project Manager: Priscilla Edmonds

Front-end Lead: Hamish Lamb

Senior Server Side Developer: Luciano Di Giuseppe

Front-end Developers: JM Beltran and Annie Kyles

Tester: Samina Munir

Managing Partner, Shopper: Georgina Bruton

Senior Engagement Manager, Shopper: Emma Williams

Head of Screen: Sandi Gracin

Integrated Producer: Chloe Marshall

Editor: Kel Gronow


Media Agency: Ikon Communications


Production: Unlisted (formally known as Passion Pictures)

Director: Nick Lines

Executive Producer: Graham Pryor

Producers: Megan Plane and Liz Manning

Storyboards: Dylan Shearsby

Concept Designers: The Stompin’ Ground

Character Designer: Sacha Bryning

CG Modeller: The Stompin’ Ground, Kevin Taylor

Cinema 4D: Miguel Rodrigues

Head of VFX: Adrian Oostergetel

3D Generalist: Duncan McDonald

3D Animator: Rodrigo Torres

Design: Will Hunt

AE Animator: James Neilson and Josh Le Good

Online: Tom Marley

Categories: Fast food, Retail and Restaurants

Wunderman Thompson Sydney, Fri, 06 Nov 2020 12:58:33 GMT