KitKat Grand Break
What if the break came at 300km/h ?
SUB LIKE ME®
VML partnered with Subway France to launch a groundbreaking personalized loyalty program driving deep customer connection and growth.
- Office
- France
- Client
- Subway France
Imagine a loyalty program as unique as your favorite sandwich! VML proudly collaborated with Subway France to launch SUB LIKE ME®, an innovative platform designed to transform customer engagement. By putting personalization and gamification at its core, this program doesn't just reward purchases; it builds lasting relationships, encourages exploration, and drives long-term value, setting a new standard for modern loyalty.
With SUB LIKE ME®, we wanted every customer to feel unique and truly valued. This new loyalty program translates our DNA of personalization into an engaging experience, while strengthening our customer knowledge for more relevant interactions. It encourages restaurant visits, the exploration of our offerings, and integrates a simpler and faster click & collect service. This is a key step in our growth strategy in France and in the evolution of our digital ecosystem.
Our ambition with SUB LIKE ME® was to create a program that is not just transactional, but deeply relational. By placing personalization and gamification at the heart of the experience, we designed a platform that stimulates visit frequency, while offering Subway a powerful tool to better understand and interact with its community in France.
Subway France aimed to accelerate its expansion and needed to redefine its customer loyalty strategy. The challenge was to move beyond traditional transactional rewards to create a program that truly reflected the brand's fresh, simple, and ultra-personalized image. VML was tasked with developing a solution that would not only strengthen brand attachment but also generate sustainable, long-term value in a highly competitive market.
The key insight was simple yet profound: modern consumers crave individuality and genuine connection. Just as Subway allows customers to craft their perfect sandwich, their loyalty experience should be equally tailored. This 'customer-centric' approach, emphasizing personalization and interactive engagement, became the guiding star, transforming the loyalty program into a dynamic extension of the Subway brand personality.
SUB LIKE ME®: Your Loyalty, Your Way. VML's innovative solution, SUB LIKE ME®: Your Loyalty, Your Way, is a groundbreaking mobile-first loyalty program. It stands out by empowering members to literally create their own loyalty experience, choosing rewards, offers, and even defining their 'Subway personality' through interactive elements. This original approach combines gamification with deep personalization, making every interaction a unique and exciting journey that fosters a strong, lasting bond with the brand.
SUB LIKE ME® has redefined loyalty for Subway France, shifting from mere transactions to meaningful relationships. By fostering a sense of individuality and playful engagement, the program has significantly strengthened brand attachment and encouraged increased restaurant visits. This innovative platform is not just driving immediate sales; it's building a vibrant community, enriching customer understanding, and generating substantial long-term value, proving that personalized experiences lead to remarkable growth.
