During Singapore's National Day month, when countless companies run promotions and campaigns, 7-Eleven sought to make its mark with a unique offering: a delectable collection of ready-to-eat meals crafted by renowned chefs and hawkers.
7-Eleven's Remarkable National Day Campaign: Infusing Flavour and Creativity
The Challenge
With nearly every company running promotions and campaigns during Singapore’s National Day month, 7-Eleven needed to launch its own - a campaign of ready-to-eat meals created by famous chefs and hawkers.
Through this campaign, they aimed to cement itself as a locally relevant brand, stand out from the noise of other campaigns while generating generate hype and buzz. To achieve their goals, they needed a partner they could count on following their frustration on the work generated by other agencies.
The Solution
We drew insights from surveys conducted to better understand the audience, brand and product. Combined with 7-Eleven’s ode to convenience, we ideated and gave life to ‘Da Bao’, a local term for takeaway.
Following campaign ideation, we designed and developed the KVs, product packaging, other POSMs, and socials. We also ideated and produced films with 5 key brand owners, who shared their heartfelt stories and passion for their dishes to further engage with our customers.
The Results
As there is a growing culture of takeaways and deliveries in the local market, the audience resonated with the Da Bao phrase.
Covering numerous touchpoints, we developed a cohesive campaign experience – standing out among the numerous National Day month campaigns.
Innovating to Impact
The insight-driven approach for 7-Eleven's Da Bao launch demonstrated how the ideation of a culturally-driven campaign connects brands and local audiences by telling stories that resonate. By highlighting local chefs, we transformed a campaign for delicious takeaway meals to one rooted in the Singaporean identity.
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