Take it to Eleven

Challenge

CUSTOMER-OBSESSION

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.

Solution

TAKE IT TO ELEVEN

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.

We worked with 7-Eleven and Spring Breakers director Harmony Korine on 7-Eleven’s biggest television advertising push in years. We showcased the diverse stories that embody the “Take it to Eleven” spirit in a campaign that spans TV, digital/social media, OOH and radio.

Result

In the first six weeks on air, media has driven 21 million store visits – a significant contribution to the business.  In post-production testing, the biggest brand lifts were in key terms, such as “youthful,” “modern,” and “energetic.” We also saw that 86% of people had a positive perception of 7-Eleven coffee after seeing the ads – a 15 ppt lift from before ad exposure.