PassKit and Subway
Mobile Wallet Revolution

Background

Subway Hong Kong was looking for a digital solution to drive sales in three key branches in Central, Hong Kong.
The cost of creating an app and then the marketing challenges associated with persuading consumers to download yet another app has been a barrier.

Solution

When Apple first announced their native mobile wallet, Passbook, we positioned Subway as the 1st adopter in Hong Kong.
Strategic Partnership: In 2013, Subway Hong Kong joined forces with Passkit to drive traffic and deliver a new and innovative way to increase positive brand recognition. The perpetual digital coupon in the native mobile wallet on iPhones saved a lot of administrative costs for app maintenance.

With Passkit Pass, the Subway brand is on the pass and Subway owns the data and can update the pass whenever they want to connect directly to customers. We also arranged for Apple Store staff to encourage new iPhone buyers to experience the convenience of the iPhone mobile wallet with a special offer; when these customers download the Subway Pass, they are rewarded with a free can of soda when they buy any sandwich at any Subway outlet.
Marketing & Public Relations: We positioned Subway Hong Kong as the pilot for regional adoption of the iPhone's native mobile wallet, Passbook. We also increased Subway's global publicity on platforms such as Yahoo US. The campaign was promoted via multi-marketing channels, such as e-newsletter, press releases, instore display promotions and outdoor advertising.
Promotion with Market Intelligence: Our campaign offered a more engaging experience for Subway's customers, helping Subway gain superior market intelligence and elevating Subway as a forward-thinking dynamic group.

Results

>10,000

Number of people who added the Pass to Passbook in under 24 hours of the campaign

>300%

Increase in traffic during peak hour

25,000

Passes issued

12%

Redemption rate

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