Amsterdam is flooded every year with thousands of revelers who come to the capital to celebrate King’s Day. Amidst all the orange festivities, Subway introduced quite a spectacular action this edition. To assist stranded partygoers, three Submarines navigated the canals this year.
For those party enthusiasts sandwiched in the midst of the crowd with a growling stomach, they could order a Royal Sub along the Amstel – a regal sandwich specially crafted for King’s Day by Subway. The sandwich could be ordered via the Thuizbezorgd app for the symbolic amount of 27 cents. Instead of a scooter, the courier arrived by boat with a Royal Sub measuring over 8 meters, ready for pickup along the Amstel. Enthusiasts enjoyed these sandwiches during a voyage on the submarine, literally avoiding the crowds.
Team Hagens was tasked with developing a PR campaign to bring the Subway Sub to the attention of the media. Leading up to King’s Day and on the day itself, this resulted in publications in outlets such as Havenloods, Fonk, In De Buurt, AD, VK Magazine, and FHM.
