Crave. Order. Eat.

EssenceMediacom Scotland helped Subway grow adoption of the Subway Rewards app in a crowded QSR category where “craveability” drives immediate action, but app usage was lagging despite high awareness. The solution was BrandFormance—connecting CRAVE. ORDER. EAT. across the funnel by converting existing brand activity into measurable app growth with no incremental budget.

By re-directing embedded media value (e.g., proximity-led OOH and app messaging within existing TV/radio sponsorships), and optimising to outcomes using MMM and 1st-party data to focus on net-new users, the campaign delivered 1.7M installs (+70% vs target) and 1.3M registrations (70% of downloaders). Incrementality-adjusted CPI was £4.10, and Subway captured 11% of all QSR app downloads, earning recognition in a TikTok Business case study.