Singapore - Subway celebrates Chinese New Year with a new promotional campaign by Saatchi LAB Singapore, putting a fun twist to the typical Chinese New Year television drama.
With dramatic characters, gravity defying action and a hero's victory, Subway introduces its Golden Ticket scratch card game that will run throughout the festive season. With 200,000 prizes to be won, game participants can win gym memberships, smart tablets, video game consoles and more.
Speaking about the campaign, Lionel Goh, General Manager of Saatchi LAB Singapore commented, "Subway is continuing to win fans with work that breaks through the clutter of predictable quick service restaurant (QSR) advertising. Subway's Facebook fan base has more than tripled in the last 6 months and it continues to see a surge with every campaign. As Chinese New Year is always an exciting time for Singaporeans, we wanted to make sure that Subway is part of the celebration."
The campaign was launched via television, and will be supported with outdoor, print, and online communications.
See the launch film at: http://www.youtube.com/watch?feature=player_embedded&v=NTYgrX_nBuw