Lo1 - Subway - 'Train hard. Eat fresh' campaign analysis.

I think the primary target audience for this campaign is of both males and females aged 7-30 years who are involved / would like to be involved in athletic activities, I think this due to the fact that the models within the adverts are aged around 25-30, meaning the advert will be more appealing to an audience of 25-30 year olds due to it being relateable and reflective of them, I also think that the reasoning as to why the campaign only targets an audience of people up to 30 is because the average age of athletes is 26 (according to The Guardian), therefore the adverts wouldn’t necessarily be relevant to many above the age of 30.  Due to the context of the advert being based on athletes I think the campaign is targeting an audience of people that are involved in athletic activities as the campaign will appeal more to them due to it reflecting their lifestyle, therefore being also relevant to kids as well as adults due to schools having many athletic clubs an activities for children, this is shown via subway sponsoring children's athletic clubs (shown in the picture). I also think the campaign is targeting a younger audience as well as an older one due to ‘pester pounds’ for example: younger children typically having aspirations of becoming someone big in the future such as an athlete, therefore more impressionable children may think that by eating subway they’ve got a better chance at doing so meaning they may convince their parents to buy them a subway.

The key message within the campaign is that subway’s food is healthy and ideal for those involved in athletic activities, I think that subway have decided to make a campaign on this as we associate subway with being unhealthy and ‘fast food’ like, therefore I think this campaign was a way of almost trying to re-brand subway and change peoples opinion on the food to gain a larger audience.

Methods such as celebrity endorsement have been used to try and attract the right target audience due to the use of well-known athletes being used as the main focus point and supporting the campaign, this has worked as people will look up to these celebrities as role models, especially impressionable children who aspire to be like them one day, therefore helping attract those who are interested in sport / like to eat healthy as they will most likely see these celebrities as an ideal self and therefore will want to copy their lifestyle to become like them, meaning they may buy subway as they’re lead to believe that this is the food that these celebrities eat. Secondly the celebrities used to model the campaign are of different ethnicities and genders, making the adverts appeal to a mass audience due to the adverts being reflective of people of all different races, therefore everyone will included. The denoted slogan ‘Train hard. Eat fresh’ also helps attract the desired target audience due to it implying that subway’s food is perfect for those that train hard and participate in sports.

The house style colours of these adverts is of yellow, green and white, these colours helps reinforce the fact that the campaign is trying to appeal to an audience of people that eat healthy due to the fact that these colours are a reflection of the colourful array of fresh vegetables and other ingredients that subway have on show, so they’re used to put the idea of healthy food into peoples head due to the associations we have between these colours and elements such as vegetables. 

Subway had also sponsored children's sports clubs, this helped attract both children and adults due to the fact that when adults come to watch their children at these clubs they will see all the elements that have been put there by subway, such as banners, making the older half of the target audience aware of the campaign, this will typically be appealing to them as they will be interested in the sports due to them being involved / supportive of  their children doing athletic activities. However this use of sponsorship also helps attract children as the children in these clubs will feel proud to have a sponsorship from a large brand, therefore possibly making them feel as though they should eat at subway to support them back and stay fit as that this what subway was claiming do to which will be believable to younger impressionable children. 

This campaign was released in early 2012, release date of this campaign is significant due to the fact that the 2012 Olympics took place in July, the Olympics is a huge deal and is something people look forward too all year round, therefore subway was able to use these athletes as a way to help market their company as they were involved with the Olympics, therefore attracting a large audience as the Olympics was a main focus for everyone at this time and got people very excited, secondly due to the Olympics being such a big part of peoples life’s at this time, people’s attitude towards exercise was enhanced e.g. more children clubs are put on and people tend to work out more, therefore due to the fact that subway brought out ‘low calorie’ subs at this time, it made people want to buy it more than they typically would now due to people getting in the spirit of being healthy. 

The producers of the campaign decided to distribute the advert over traditional media channels such as on billboards, posters, buildings, busses, leaflets, newspapers, magazines and banners. This use of traditional distribution is significant to helping attract the right target audience as everyone is able to see these advertisements due to them being in public areas, therefore helping reach everyone included within the target audience, the adverts were also distributed over modern media channels such as social media’s like Instagram, Snapchat, Facebook and Twitter, on websites and digital posters, this use of distribution over social medias will help the adverts reach a digital native audience. This is important to helping attract the right target audience as 7-19 year olds will have been brought up using technology, therefore helping reach this part of the primary target audience due to people of this age typically being on social medias a lot and having them with them all all times due to elements such as Iphones being portable. It was important that both traditional and new media channels were used to distribute the advertisements for the campaign as the audience targeted consists of a fairly large age gap, therefore various platforms needed to be used to help the advert reach those of different ages as they have grown up with different technologies, therefore the adverts needed to be suitable and reachable for everyone included. 

 Legal issues that the producers of the campaign would have to consider during the production of the campaign would be the use of release and consent forms for the models / athletes within the campaign so that the company have clear proof that they agreed to be a part of the campaign if they ever decide to say they weren't, this is especially important due to the fact that they are well-known people within society, secondly the data protection act would also have to be used to keep all the athletes personal data kept safe if the company required any from them, again this is extremely important as these athletes are celebrities so therefore they cant risk having any information leaked about them, lastly intellectual property rights would have to be used on elements such as the Subway logo and slogan to ensure that no other company can steal / use them without the companies permission. Ethical issues that would have to be considered during the release of the campaign would be representation of people and body image due to the fact that all models within the campaign are very fit and healthy due to the fact that they are athletes and work out a lot, however some people may take offence to this as they might feel like they have to live up to these expectations and therefore complain as it may make them feel bad about themselves for not having their 'ideal' body type.