Objective: To entice people into SUBWAY stores during the post-Christmas slump.The Solution: What started as a cheap radio buy ended as a nationwide online karaoke competition that appealed to consumers sense of fun, whilst also conveying the value of our offer in a clear and memorable way.We incentivised participation by offering the singer with the most weekly views on our website the chance to star in our next radio advert.Results: In one month we gained over 600,000 channel views. Videos were shared across Facebook over 1,800 times with over 725,000 impressions. Our campaign resulted in a 6% uplift in AUV and a 15% uplift of in-store traffic.