Take It To Eleven

Challenge

7-Eleven has always provided quick and easy access to the practical, everyday necessities people need in order to keep going—but the brand understands that there’s more to life than surviving. Particularly in times like these, when our days rarely feel like a 10, it can be easy to overlook the small things that bring us joy. The brand’s new tagline, “Take it to Eleven,” is born of the notion that 7-Eleven has always been a brand with customer-obsession at the core, going over the top to feed people’s joy and always meeting them where they are by offering small delights that are a bright spot in the day.  

Solutions

We showcased the diverse stories that embody the “Take it to Eleven” spirit with a campaign that spans TV, digital/social media, OOH and radio by activating a sustained presence throughout the year via a surround-sound channel mix. Executing a consumer-centric strategy, we activated against a holistic approach to audiences that harmonized the benefits of 1st-Party data with the scale of prospecting audiences. 

The four TV spots showcase the diverse stories that embody the “Take it to Eleven” spirit, from Japanese rockabilly to a group of all-female low-rider enthusiasts to a free-spirited roller-skating performer and a quirky pop punk garage band.