Out-of-home solutions provider Primesight has teamed up with MediaCom, Kinetic and Newslink to synchronise digital out-of-home (DOOH) adverts with radio spots in a major campaign to promote Subway’s popular pulled pork sandwich.
The adverts will run for two weeks, focusing on the flavour of slow cooking and using Primesight’s network of digital 48-sheets and 96-sheets in tandem with radio spots with Newslink, making use of the national reach of both channels.
They will seek to drive both product and brand awareness for Subway, in a bid to increase footfall to its high street stores.
Martin McGinnis, business director for Primesight, said: “It’s great to see Subway continue to invest in out-of-home and embrace new products. The teams at MediaCom and Kinetic are keen to use DOOH products to their full potential, not just treat it as another poster site. The syncing of radio and DOOH is a good example of this, but just the start of a longer term plan to use the format in more dynamic ways.”
MediaCom account director Sophia Bates added: “It’s an exciting time for out-of-home with the footprint of digital growing fast. The campaign is embracing DOOH across the whole country by making full use of Primesight’s network. This national reach makes the format essential and also amplifies classic OOH, which we use for reach and impact.
“To be able to deliver an audio visual message to the masses by synchronising digital out-of-home with radio is a power tool. Radio emphasises the slow cooked nature of the product and the OOH ads showcase the delicious flavour of the sub.”
The effort follows almost a year after Lucozade, syndicated commercial network supplier GTN, and both Primesight and MediaCom teamed up to launch a series of DOOH spots synchronised with radio adverts.
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