Subway Radio Australia's Favourite Subway Cookie: Who Will You Vote For? by DMG Radio, Brisbane

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Australia's Favourite Subway Cookie: Who Will You Vote For?

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Industry Fast food
Media Radio
Market Australia
Agency DMG Radio, Brisbane
Director Nathan Russell
Released May 2012

Awards

London International Awards 2012
Radio Conceived & Produced by Station Bronze Winner

Credits & Description

Entrant: DMG Radio Australia, Brisbane
Subway Restaurants "Australia's Favourite Subway Cookie: Who Will You Vote For?"
Corporate Name of Client: Subway Restaurants
Radio Station: Nova 106.9
Creative Director: Nathan Russell
Copywriter: Nathan Russell
Director: Nathan Russell
Recording Studio: Nova 106.9, Brisbane
Sound Designer: Ben Clayton
Audio Engineer: Ben Clayton
Voice-over: Don Batte/Ben Davies/Glen Brearly/ Ben Clayton/Nathan Russell/Elisha Brearly/Nelle Lee
Description of the Project
Nova was "initially" briefed to create a local Brisbane-only campaign to raise awareness of Subway Cookies through radio and social media. After hearing the initial concept, (completely conceived and produced by the creative team at Nova 106.9 in Brisbane) Subway Restaurants were quick to upsize the concept into a national radio campaign across metro and regional stations Australia wide. The concept of Australia's Favourite Subway Cookie gave each flavour in the Subway Cookie range a unique persona. Each Cookie campaigned for facebook votes, even performing them songs as to why listeners should vote for them as their favourite. (yes, that is how we spell it down under) The campaign consisted of 60 sec spots each starring a particular cookie flavour, supported with a medley style recap commercial with a call to vote for your favourite cookie, followed by a final commercial showcasing the winner. The end result was a substantial spike in individual cookie sales and a heap of social media interaction between Subway cookie connoisseurs across the country on facebook. Listen out for writer: Nathan Russell (a short fat white guy) singing "Gladys Knight & The Pips" styled backing vocals on the Double Choc Chip commercial :) Enjoy.