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. Our goal was to recapture lost customers and revitalize a brand that’s part of culture but has not spoken to people with relevancy in years – in short, drive customers in-store, revitalizing the brand and business. Another key objective was to tailor this campaign to speak to and represent multicultural customers who make up a significant part of 7-Eleven's base. And we got specific!
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. Media was used to drive reappraisal with the balancing of both trusted and innovative tactics across the funnel to reach the right people in the right places with new brand and product messages. We worked with Spring Breakers director Harmony Korine on 7-Eleven’s biggest television advertising push in years. 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.
Some people may be satisfied with a 10. We like to Take it to Eleven.
The Take it to Eleven campaign achieved momentous outcomes and significantly contributed to business recovery, projecting 52M incremental trips for 2021 in totality.
Additionally, we conducted consumer testing of the creative. Within this testing we saw a 94% positive campaign sentiment. We also saw many verbatims calling out the diverse stories within the campaign.