7-Eleven drives loyalty and looks to ‘build value’ in latest slurpee campaign
7-Eleven has launched a loyalty drive as part of its latest campaign with consumers receiving cut price slurpees until the new year if they buy a $1 wristband.
The convenience store chain has invested $1.5m in the push which includes a 15-second TV slot as well as press, radio and digital. Leo Burnett produced the creative for the ‘Slurpee Flavourfest’ campaign with OMD buying media for 7-Eleven.
https://www.youtube.com/watch?v=pSOXfHlL9vU
The promotion, which sees 7-Eleven introduce a different flavour each week over the 11-week lifespan of the campaign, will encourage customers to buy a $1 wristband which contains a barcode. This can then be used to receive a 30 per cent discount on each subsequent purchase of a slurpee until January 1.
They will also be offered a free pack of Slurpee Shocks or a Krispy Kreme and entered into a daily prize draw if they register their wristband at www.slurpeeflavourfest.com.au.
7-Eleven national brand and communications manager Bill Kosmopolous said driving loyalty and adding value were at the heart of the campaign.
“This is about driving frequency by the customer by giving them a new reason to visit our stores each week,” he said. “We have run slurpee campaigns in the past but this is a bit different from what we have done previously as this includes a wristband which will earn a 30 per cent discount off every slurpee regardless of size when they scan the barcode. We are working on building up value.”
The wristband idea will tap into the youth market, Kosmopolous said.
Details captured through the registration process will be added to 7-Eleven’s datebase and used for direct marketing purposes.
7-Eleven has previously been recognised for its innovative campaigns with its Slurpee BYO Cup Day winning two silver and a bronze lion at the Cannes Festival in 2012.
Steve Jones
