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Subway SG asks consumers to get weird in public with 'Kiai' poses

Subway SG asks consumers to get weird in public with 'Kiai' poses

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Subway Singapore is getting consumers to stand in some weird poses in public. As part of their overall integrated campaign for its Japanese curry subs, the brand has created an interactive ad with Clear channel.

According to the brand, the Japanese Curry Sub brings a whole new meaning to the phrase “power up”, with the scrumptious sub feeding into Singaporeans’ inner Kiai (気合) — energising spirit — to fuel them from within, and channel their favourite anime or manga character. As such, Singaporeans can participate by doing a pose that matches the ‘Kiai’ pose displayed on the screen, after which, participants can enter a giveaway by downloading their ‘Kiai’ moments as photos.

They then need to tag Subway Singapore on their social media pages, along with the hashtag #PowerUpFromWithin to win prizes. The interactive screens are currently located at Dhoby Ghaut MRT Station, Boon Keng MRT Station and Bedok MRT Station. The campaign will run till this Sunday.

 “As Subway continues our multi-year transformation journey to elevate our guest experience, we are constantly exploring creative marketing initiatives that delight and engage our fans,” said Ee Laine Hang, head of marketing, SEA, Subway.

“Reminiscent of Japanese game shows, this latest campaign has its own spin to it, and through our manga-inspired creatives, we hope to evoke feelings of nostalgia. We are excited to have our guests power up with us and have some fun,” Hang added.

“The highly engaging Subway Curry Sandwich campaign that requires commuters to match Subway’s ‘Kiai’ poses on screen makes it an unforgettable outdoor experience for many,” – Amanda Woo, chief development officer of Clear Channel added.

This isn’t the first time a fast food brand has made headlines for quirky OOH stunts. Earlier last month, McDonald’s Singapore partnered with Leo Burnett Singapore to get consumers screaming at the top of their lungs to get a free Hershey’s ice cream cone. The digital board, in Funan, utilises sound technology to react to the decibels in a scream, turning a plain vanilla cone into a Hershey’s chocolate one.

The campaign launched on the same day that masks in Singapore became optional at public settings, According to Sharim Gubbels, Leo Burnett Singapore’s executive creative director, “Screaming for ice cream is a cathartic response to our inability to express our emotions behind masks during the pandemic and what better way to do it than for a free ice cream?”

Meanwhile, Subway Singapore has also been making its presence felt in Singapore. In August, it created its very own museum, the Subway Big Museum of Taste in Singapore. The museum is made up of experiential digital installations and interactive activities as part of its ongoing “What’s Your B.M.T.” campaign, which encourages guests in Singapore to explore and discover the meaning behind their own interpretation of B.M.T.

The museum ran until 30 August, and featured nine interactive installations across four zones, and guests will be greeted by a giant seven metre long Italian B.M.T. sub at the entrance of the museum.

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