In a world media first, sandwich chain Subway® has launched an interactive 3D billboard allowing passers-by to virtually build their dream Sub on-screen.

The innovative 3D out-of-home experience combined Ocean’s DeepScreen™ capability with Ocean Labs’ integrated fibre wifi tech, giving the public the opportunity to customise their ultimate Sub on-screen, before seeing their creation come to life.

Subway ambassadors, hidden within the crowd, then surprised and delighted the public by delivering their Sub for them to enjoy.

The bold creative campaign, from Above+Beyond, appeared on The Four Dials at Westfield Stratford City, with the aim of continuing to build on the brand’s fame, innovation and showcase some great tasting and craveable Subs.

Angie Gosal, Head of Marketing, Subway UK & Ireland: “This is a first in marketing, trying to find new ways to reach Subway fans and give them a chance to enjoy their Sub just the way they want. Subway always puts customers first and this campaign is another example of this.”

Dom Goldman, Chief Creative Officer from Above+Beyond: “Embracing new technologies and pioneering ways to interact with audiences is always exciting. We’ve seen many great 3D billboards, but creating a fully interactive screen with fulfilment baked in is a first.”

The interactive DeepScreen™ concept was developed in collaboration with Ocean Labs with production by Media planning was by MediaCom and Kinetic.