29 NOV 2021
Last week marked the return of Subway’s iconic festive Tiger Pig sub. The sub has made quite the name for itself since its inception, and the Subway team wanted a launch campaign that would harness that momentum and promote the Christmas product with fun, innovative methods.
MediaCom Edinburgh led an exciting strategy to bring people together since the separations experienced last Christmas due to the COVID-19 pandemic. The campaign launched last weekend with a Hashtag Challenge with a difference on TikTok. They drafted in the help of Diversity dance group members to choreograph a two-person routine which was then transformed into animated Tiger and Pig characters to bring the dance to life.
Users were able to perform the routine alongside the characters and share their moves with the #TigerPigDance as a TikTok challenge.
The team didn’t stop at just virtually bringing people together. They wanted to get people dancing together in person again, so they repurposed retro Just Dance arcade game with the Tiger and Pig characters and routine. The game is going on a tour of some of the UK’s biggest shopping centres, enlisting the interaction of Christmas shoppers up and down the country.
The result is a captivating campaign that harnesses the energy and playfulness of Subway’s newest launch.