Subway invites Singaporeans to show off their KIAI pose with Clear Channel Singapore

October 7 2022, 10:32 am | BY Kim Shaw | No Comments
Subway invites Singaporeans to show off their KIAI pose with Clear Channel Singapore

Subway Singapore on 21st September launched its all-new Japanese Curry Subs available in chicken and beef. As part of their overall integrated campaign, they have engaged Clear Channel Singapore’s interactive digital screens, PlayLive! With the aim of creating talkability through a simple and easy interactive ad.

 

Subway’s Japanese Curry Subs 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!

The campaign allows Singaporeans to 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 and stand to win prizes when they share them by tagging @subway.singapore on their social media pages, along with the hashtag #PowerUpFromWithin.

Subway will be selecting three lucky winners at the end of the activation and the winners will be announced on 10th October 2022.

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.

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!” said Ee Laine Hang, Head of Marketing, SEA, Subway.

Amanda Woo, Chief Development Officer, said: “PlayLive! offers many capabilities that allow brands to execute concepts that they would otherwise not be able to on other channels. 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.”