7-Eleven releases new campaign and brand platform via CHEP
7-Eleven has launched its 2021 summer campaign, titled ‘Summer 24/7’ via CHE Proximity.
The convenience store brand has also launched a new brand platform, ‘Wonderfully Easier’.
The 30-second spot shows customers going to 7-Eleven, switching from beach daytime to nightlife as it cycles through a 24 hour cycle. The track featured is a Mark Ronson track.
7-Eleven head of marketing communications Adam Jacka said: “For almost 50 years, 7-Eleven has been an iconic part of the Australian summer. After the year Australians have been through with so many of us in lockdown or separated from friends and family, customers are looking to make the most of every moment this Summer, and 7-Eleven open 24/7 just makes that a little Wonderfully Easier.
“Whether it’s a pre-surf morning coffee or a refreshing smoothie with friends, an afternoon ice cream treat for the kids, or a late night dash for a Slurpee or party top ups, you can find one of more than 700 local 7-Eleven stores just around the corner ready to make it easier to Summer 24/7.”
CHE Proximity creative director Amy Weston added: “Summer in the suburbs sees us dropping into 7-Eleven at all hours. It’s the Wonderfully Easier way to keep whatever you’re doing going, 24/7.”
The campaign will be on free-to-air, catch-up TV and YouTube and are accompanied by radio, Spotify, social, Twitch, out-of-home, digital and in-store collateral with the media strategy led by 7-Eleven’s media agency, PHD Australia.
One of the OOH assets for the campaign
CHE Proximity won 7-Eleven’s creative account from Leo Burnett in September last year. Previous campaigns for the convenience store brand by the Clemenger Group agency include one that featured Client Liason and another that celebrated the ability to earn Velocity Frequent Flyer points at 7-Eleven, which is another of CHE Proximity’s clients.
Credits:
Agency: CHEP
Media Agency: PHD
Client: 7-Eleven
Adam Jacka – Head of Marketing Communications
Eva Karakaltsas – Marketing Manager
Kit Burgess – Marketing Manager
Helen Quint – Brand Manager
Production Company: FINCH
Director: Alex Roberts
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Rona Lewis
Post House: ARC
Editor: Drew Thompson
Post Producer: Michaela Fenton
Colorist: Ben Eagleton
Online Artist: Chris Betteridge
Sound House: Rumble Studios
Engineer: Liam Annert
Sound EP: Michael Gie
Music Supervision: Big Sync Music
Music Supervisor: Michael Szumowski
