Friends compete to earn the most Velocity points at 7-Eleven

7-Eleven has launched a campaign to celebrate the ability to earn Velocity Frequent Flyer points at 7-Eleven via CHE Proximity.

It was announced in May this year that members of Virgin Australia’s loyalty program would be able to earn points at 7-Eleven stores.

The spots see a pair of friends competing with one another to see who can earn the most points at 7-Eleven.

Adam Jacka, head of marketing communications at 7-Eleven said: “As lockdowns ease, we are excited to help people take to the skies again by making earning Points everyday easier. Whether it’s an early morning freshly ground coffee, a delicious wrap for lunch, a fill up on fuel or a treat on the go, our customers can now earn Velocity Points to get to their next reward faster.

“This campaign embodies the energy, fun and playfulness of our two great brands and this is another key moment in 7-Eleven’s digital journey. The My 7-Eleven app has already been downloaded by 850,000 Australians and we’re seeing great momentum in acquisition, visitation and customer sentiment since the partnership announcement last month.”

The multi-million dollar campaign will be on radio, social, out-of-home, digital, and in-store collateral. PHD led the media buy.

Amy Weston, creative director at CHE Proximity, said: “Now that Velocity Points have landed at 7-Eleven, it’s never been easier to earn. We’ve pitted two points addicts against each other in a campaign to see who can earn the most, fastest.”


CHE Proximity won the creative account for 7-Eleven in September 2020 from Leo Burnett. In December that year, the agency launched a campaign for the convenience stores featuring Client Liason.

Other recent campaigns by CHE Proximity include work for Flybuys, Aptamil, and Ebay.


Client: 7-Eleven
Adam Jacka – Head of Marketing Communications
Jeremy Lewington – Marketing Manager, Customer Communications

Creative agency: CHE Proximity
Glen Dickson – Deputy Chief Creative Officer
Amy Weston – Creative Director
Fraser Nelson – Senior Creative
Lauren Moran – Senior Creative
Trent Roberts – Head of Design
Adam Lord – Senior Designer
Will Puglielli – Brand Designer

Clinton Duncan – Brand Planning Director

Account Service
Andrew Drougas – MD/COO
Tom Blackburn – Group Account Director
Kyle Gradidge – Account Director
Lydia Bauer – Account Manager

Jen Livingston – Executive Producer
Matt Thompson – Sound Engineer
Nat Hort – Visual Art Manager
Nigel Harvey – Senior Finished Artist
Sam Scherma – Retouching

Tony Rogers – Director
Rohan Timlock – Executive Producer
Liam Gilmour – DOP
Tim Parrington – Editor
Martin Geer – Colourist
Jamie Scott – Flare Artist

Chameleon Casting

Media agency: PHD


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