In collaboration with Isobar.
The (live) Brief:
Engage ‘busy young people’ with the 7-Eleven brand, whilst also bringing them into store more regularly to purchase the newly released ‘Food on The Go’ range.
Millenials are known as the “Multitasking Generation”, where “consumers want to be able to pick up a product, consume it, and dispose of it all with one hand”, as it is likely they are holding their phone in the other (Waldhuter, 2017).
This generation also have an “instant” mentality; a direct result of living in a digital world, receiving most things instantaneously. This means the generation are “less willing to spend time preparing and cooking food at home” (Oyedele, 2018).
The key insight here, is the relationship between consumers’ busy lifestyles, and their eating habits.
The Big Idea:
7-Eleven have made their food on the go, so you don’t need to stop the flow of your day.
The big idea is underpinned by the T.A’s busy lives, and is propelled by the reminder that “they shouldn’t have to stop their day, for meal times”.
The campaign rests on the concept of movement.
The campaign dictates that if you’re hungry, 7-Eleven’s Food on The Go range will save you whenever, wherever, whatever you’re doing.
Visual metaphors are implemented to blend modes of transport/movement with the new products. The metaphors communicate that wherever you need to go, 7-Eleven will help you get there.