What does a brand do when one of its products has been off the menu for six years and customers have been asking and waiting for it ever since? Subway and Saatchi & Saatchi ME decided to bring the product back, but not before making the customers wait a little longer.
The ‘Subway is Typing’ campaign was built around one of the most universally recognised signals of anticipation in digital communication: the three blinking dots.
Across the region, people started receiving direct messages from Subway.
Just a “Hi,” followed by the typing indicator. Then nothing. No follow-up. No explanation. Just the suggestion that something was coming. It continued for five days.
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