Hungry shoppers at Westfield Stratford City were treated over the weekend by Subway’s interactive 3D billboard which provided the public with the opportunity to customise their ultimate Sub on-screen, before seeing their creation come to life.

In a world media first, the sandwich chain launched an interactive 3D billboard that allowed passers-by to virtually build their dream Sub on-screen by scanning a QR code and interacting with the campaign in real time. 

“This is a first in marketing, trying to find new ways to reach Subway fans and give them a chance to enjoy their Sub just the way they want. Subway always puts customers first and this campaign is another example of this” explained Angie Gosal, Head of Marketing, Subway UK & Ireland.

After creating their ultimate Sub on the big screen, participants were then able to see their creation come to life as Subway ambassadors hidden within the crowd surprised audiences by delivering the Sub they had created for them to enjoy. 

“Embracing new technologies and pioneering ways to interact with audiences is always exciting. We’ve seen many great 3D billboards, but creating a fully interactive screen with fulfilment baked in is a first” added Dom Goldman, Chief Creative Officer from Above+Beyond.

The creative campaign was created by Above+Beyond with the aim of continuing to build on the brand’s fame, interact with audiences, and showcase some great tasting Subs.