Industry News | July 19, 2010

Singing Cats Lend Quiznos a Hand

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Quiznos debuted a new national broadcast advertising campaign featuring three cats—nicknamed the "Singimals"—singing the features of Quiznos new $5, $4, $3 menu offerings. This advertising spot is the first of the fun and humorous "Singimals" commercials, which will run on national and local television and radio beginning July 19. The campaign will also feature an online contest where consumers can upload their own versions of the "Singimals" song for the chance to win a $5,000, $4,000, or $3,000 cash prize. The winning submission will be aired on national television or radio as part of Quiznos 5, 4, 3 campaign.

The "Singimals" campaign was created by marketing agency WONGDOODY with inspiration from popular Internet videos featuring pets. The concept and preparation for the commercial took only three days, including the making of the animal wardrobe. The three male cats, which shared their own padded trailer for the shoot, were only on set for one day and the final commercial was completed five days later. Each of the cats was filmed individually, receiving treats throughout the day as an incentive to play and have fun with their instruments.

Beginning August 2, Quiznos will also be holding a contest challenging consumers to create music videos using the song from the 5, 4, 3 "Singimals" commercial. Videos will be uploaded directly to Quiznos.com and must include fun photos and incorporate the 5, 4, 3 song in some way. Consumers will have six weeks to enter, followed by a two-week online consumer voting process to determine the three winners. The Quiznos creative team will define the top 10 video submissions for consumer voting. The three winning creators will win $5,000, $4,000, and $3,000, respectively, and the top song will debut on national television or radio. Consumers are urged to upload and preview their videos on the Quiznos Facebook page to showcase their talents prior to the contest start.

"This fun, new campaign was created to reach consumers in a creative and light-hearted way, while engaging them to interact with the brand on Quiznos.com," says Jason Robson, Quiznos' chief marketing officer. "The new ads and online components will be an entertaining way for Quiznos' customers to learn about the new $5, $4, $3 value menu offerings."

In addition to the music video contest, Quiznos will host an instant win contest where consumers can enter to win five, four, or three $5 Quiznos gift cards.

Quiznos $5, $4, $3 value menu includes $5 large Deli Subs, a $5 Choose 2 menu, $4 Toasty Torpedoes, and $3 Toasty Bullets. Quiznos now offers six $5 Large Deli Sub flavors, including Turkey & Cheddar, Ham & Swiss, Tuna Melt, Roast Beef & Cheddar, and the new Three Cheese Sub and Turkey and Ham Sub, with two meats to create layers of flavor. The Three Cheese Sub provides an additional vegetarian option and is a spin on grilled cheese with cheddar, Swiss, and mozzarella cheeses.