ASIA-PACIFIC – AUSTRALIA, SEPTEMBER 28, 2011: 7-Eleven Stores Pty Ltd has launched a $10 million brand campaign in Australia, its first major activity since acquiring and re-branding the Mobil retail fuel outlets last year.
Produced by Leo Burnett Melbourne, the campaign uses the tagline ‘Good Call’ and features people in a variety of everyday situations with a simple need—food, drink or a lotto ticket. As soon as the need pops into their head, 7-Eleven is there with the solution.
Julie Laycock, head of marketing at 7-Eleven said “Our business is going from strength to strength. We have over 600 stores and fresh food is now one of our fastest growing categories. We felt it was time to remind people that we’re always there with just what they need, whether it be milk, a Slurpee, a fresh sandwich or even a Lotto ticket. It’s our ability to solve life’s little dilemma’s that makes 7-Eleven a good call”.
Jason Williams, Executive Creative Director at Leo Burnett said, “Popping into a 7-Eleven to grab what you need isn’t a complex thought process. We wanted an idea that was simple, could talk to a variety of different customers and really captured the problem solving nature of 7-Eleven in a light hearted positive way”.
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Outdoor ads
The campaign launches this Sunday on Channel 9 and 7 with two 30-second and two 15-second spots. Outdoor will also feature heavily with supersites, trams sides, bus wraps and metrolites in Melbourne, Sydney and Brisbane.
CREDITS
Agency: Leo Burnett Melbourne
Executive Creative Director: Jason Williams
Art Director: James Orr
Copywriter: Elle Bullen
Agency Producer: Georgie Toole
Production Company: The Otto Empire
Director: Ben Saunders
Producer: Jo DeFina
Account Service: Ari Sztal, Tony Le
Media: Neville Betts, OMD
VFX: Fin Design and Effects
Music: Level 2
Sound: Final Sound
