Subway x ESPN Footy Tips —

SUBWAY x ESPN FOOTY TIPS

CLIENT// ESPN AUSTRALIA

Subway is intrinsically embedded in the ESPN FootyTips product. To expand on the successful partnership, ESPN are presenting a fully integrated marketing campaign which incorporates Subway stores into the creative concepts.

Now We Collide have been asked to create some initial ideas for a TVC and display campaign that covers AFL and NRL. The campaign will use a mixture of AFL and NRL talent with support from other actors.

Ultimately, the campaign will urge viewers to sign up to the 2024 ESPN FootyTips competitions.

“
Looking back on this project, it's disappointing that both the client and the partnership were so excited about all these campaign ideas, yet there were various reasons why it didn’t come to launch—budgets, partnership agreements, and more.
That’s the inherent challenge of being a creative.

but… ideas are worth sharing!

CONCEPT 1 THE FOOTY FANATIC - WHAT HAPPENS WHEN YOU ORDER A SUB WITH TIPS?

Some of us live and breathe sport…you can only imagine how a simple sandwich order merges into a passionate fan’s love of the game.

01

[Open in a Subway restaurant during the lunch hour. The camera zooms in looking over Dave’s shoulder, who is on his phone betting in the ESPN app on this week's AFL draw, Dave approaches the counter, where the friendly Subway sandwich artist is ready to take his order.]
Subway Artist: "Hi there! What can I get ya?"
02

[Dave, completely engrossed in his footy tips, starts sharing his insights as if he's ordering ingredients for his sub.]
Dave: "I'll take the Swans to win by 12 points, extra cheese for that solid defense, and a sprinkle of GWS turnovers."
03

[The sandwich artist raises an eyebrow but plays along with a smile.]
Subway Artist: “Sure thing, anything else?"
Dave: "Oh, don't forget the Eagles to soar high this weekend, a dash of Christian Petracca magic, and a pinch of Carlton’s resilience."
[Other customers in the line begin to notice Dave's unique ordering style and exchange amused glances.]
04

Subway Artist: "Alright, anything else to add?"
Dave: “Yep, a double serving of Demons' determination, hold the Roos' luck, and a side of Cats' agility."
[The sandwich artist nods, compiling the “sub" of Dave's footy tips with a hint of amusement.]
05

Subway Artist: “That's quite the sub you've got there. Anything to drink?"
[Before Dave can order his drink, someone in the Subway line pipes up…]
Nick: “Just a can of Saints Strength and Loyalty, amiright?"
[There is a fast pan towards Footy Legend, Nick Riewoldt, who smirks. Dave gives him a nod in agreement and they both chuckle]
06

[Dave confidently pays for his footy-themed sub.
The TVC ends with Dave, Nick and his friends enjoying their subs and discussing their footy tips, all with a smile and a shared love for the game.]
VO: Tip your taste
Get ESPN Footy Tips Today and win one of hundreds of prizes Sponsored by Subway
Download from the app store or footytips.com.au

The Key Visual will cleverly depict a mobile device wrapped in packaging resembling a Subway sandwich, effectively aligning with the headline “Tip your Taste".

This creative approach not only engages viewers but also reinforces the connection between the savoring of a Subway in a digital ESPN App context.

The Key Visual will integrate the Footy Legend and the TVC's talent to connect with the narrative.

This approach is effective because it not only links the creative element to the TVC but also provides a strong visual representation of both Subway and ESPN. Additionally, it is visually striking and funny.

CONCEPT 2 MENU TIPPING - WHAT HAPPENS WHEN TIPPING GOES BEYOND FOOTY?

Tipping fuels fun rivalries and competitiveness between mates. Just like banter between mates is an integral and much loved ritual of tipping - so it is for, lunch and snacking occasions.

01

We open on a group of 3 mates at Subway - one approaches the counter while the others hang back about to whisper to each other.
The Subway sandwich artist behind the
counter says, “what are ya after?”
02

We pull focus through the mate pondering his order to the mates whispering behind saying,
“he’s for sure going the meatball”
“nah, chicken tezza all day”
03

We focus back to the mate ordering as he says “footlong seafood sensation on white thanks”

We pull through to the mates behind as they react disappointed “offfttt”
04

The mate ordering says,
“you boys are as bad at tipping sandwich orders as you were tipping Manly over the Sharks last weekend.”
The mates behind suddenly go quiet. The mate ordering then says, “you boys gone soft on me now?”
…as the camera pans to reveal Aaron Woods in
Manly kit with a mouthful of a meatball sub who says,
“I picked ya as a seafood sensation…”
05

We cut back to the mates behind laughing and the mate ordering embarrassed.
Woods continues, “hope ya got us over the bunnies tonight”
06

All the mates pull out their phones as we cut to the ESPN Tipping app UI showing picking
Manly over St George.
VO/SUPER:
Tip your taste
Get ESPN Footy Tips Today and win one of hundreds of prizes
Sponsored by Subway
Download from the app store or footytips.com.au

CREDITS// NOW WE COLLIDE

Executive Producer/Chief Strategy Officer Keir Maher
Creative Director Ryan Bodger
Producer, Copy Writer Shayne Carter
Art Director, Copy Writer, Storyboards Sarah Coleman