,Australia

7-Eleven promotes 24/7 Aussie summer in new campaign

It will also stretch into a range of digital-first extensions with influencer partnerships, gaming integration through Twitch and a consumer promotion of its new Slurpees.

7-Eleven is aiming to highlight its convenience during the Aussie summer in a new campaign.

Created with CHE Proximity, the ad follows a customer coming from a 7-Eleven store from day to night and back again, ending with the customer going back to the store, seemingly creating an endless loop.

“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,” explained Adam Jacka, the chain’s head of marketing communications.

Amy Weston, Creative Director at CHEP, 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.”

Directed by Alex Roberts via FINCH, the ads will air across free-to-air, catch-up TV & YouTube and are accompanied by radio, Spotify, social, Twitch, OOH, digital and in-store collateral with a media strategy led by 7-Eleven’s media partner PHD Australia.

The 7-Eleven Summer 24/7 campaign will also stretch into a range of digital-first extensions with influencer partnerships, gaming integration through Twitch and a consumer promotion celebrating its new Mystery Flavour Slurpee ranges. 

“We also celebrate the exciting rollout of our new, delicious smoothies, frappes, juices and more with more than 30 flavours to choose from, already available in more than 270 stores and a perfect Summer refreshment day or night!” Jacka said.

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