Awareness exactly where and when it was needed.
12 restaurant openings: broad local reach at a controlled frequency.
- CLIENT
- Subway Danmark
- INDUSTRY
- Food & beverage (national restaurant chain)
- DURATION
- 11 months
- SERVICES
- Three disciplines
About 49% of all adult Danish Meta users.
8.4M video plays.
In the launch wave, up to 1.2M unique people a month.
In the most efficient months. DKK 27 on average.
September 2025 to July 2026 (11 months), ongoing
Project and launch-based engagement as a subcontractor.
Subway was opening 12 new restaurants across Denmark. The goal was not online sales but awareness.
The problem and the goals
Getting as many people as possible, especially in the new local areas, to know a new restaurant was opening nearby, without burning budget on overexposure.
- Maximum, efficient reach in each new local area at opening
- The right frequency: enough repetition to build awareness, without overexposure
- National awareness between the openings
The solution
We combined a national always-on engine with sharply geo-targeted launch bursts.
What we did
- Ran national always-on reach and video advertising between the openings
- Built geo-targeted opening campaigns per location with a local radius and deliberately managed frequency
- Ran several creative concepts in parallel to keep CPM low and avoid ad fatigue
- Delivered ongoing reporting on reach, frequency, CPM and CTR per location
Results
The campaigns reached a very large share of the national audience, efficiently and with a frequency matched to each location.
REACH
- 2.2M
Unique people reached, about 49% of all adult Danish Meta users
- +900%
Monthly reach in the launch wave, up to 1.2M unique people a month
IMPRESSIONS & VIDEO
- 12.7M
Impressions
- 8.4M
Video plays, of which about 501,000 ThruPlays
EFFICIENCY
- DKK 14
CPM in the most efficient months, DKK 27 on average
- 5.79
Average frequency over the whole period. At the openings we kept it deliberately low, down to about 1.3, to reach as many local people as possible
The setup delivered broad, efficient reach exactly where and when the new restaurants needed it.
