7-Eleven (AR) Culture Launch | Cre8ivedge

7-Eleven (AR) Culture Launchadmin2020-07-04T05:27:40+00:00

7-Eleven (Augmented Reality) Culture Launch Campaign

Pre Launch Teaser Campaign

Teaser Posters

Teaser Poster on office wall

Teaser Screensaver

First Teaser EDM

Second Teaser EDM

Third Teaser EDM

Carton Packaging for materials couriered

Launch Campaign

Culture Statement branding

Culture Statement reveal in launch day EDM

Launch Screensaver with Statement and Values

Launch Posters

Launch Pull up banners

Launch Balloons

Launch Overhead Danglers

Launch Brand Takeovers

Launch Secure Microsite

Launch (Private) Microsite

Launch iPads – 4 Augmented Reality Films

Launch Toilet Ambient Decal

Launch Augmented Reality cards pack

Augmented Reality film card – Jake

Augmented Reality film card – Julia

Augmented Reality film card – Stuart and Julie

Augmented Reality film card – Ben

Culture Statement and Values Card

Augmented Reality Film – Jake’s extraordinary moment

Augmented Reality Film – Ben’s extraordinary moment

Augmented Reality Film – Stuart and Julie’s extraordinary moment

Augmented Reality Film – Julia’s extraordinary moment

Culture Statement office installation

The challenge:
7-Eleven conducted research internally through Deloitte and were launching their evolved Culture Statement, to all their employees, nationally: Together we make the ordinary, extraordinary. Our challenge was to develop an extraordinary idea to launch this new Culture Statement and its values to all 7-Eleven employees, on one day.

The insight:
Through the research that was conducted by Deloitte, we had available to us over 2000 stories of how a 7-Eleven employee had gone over and above to either help their colleagues or a customer and we felt these stories needed to be shared, so we chose to use them, referring to them as their ‘extraordinary moments’ to develop this campaign.

The idea:
Storytelling was at the heart of this campaign capturing the extraordinary spirit of the employees across the country. We used every possible medium that we could to connect with their employees internally to create hype about the Launch day and developed a 3 week long Pre-Launch campaign. Executed through EDM’s, screensavers, posters and packs delivered to the stores and offices. We even used a message in their payslips for the month.

The Launch day commenced with the use of Augmented Reality to make these moments come to life, in an extraordinary manner through printed cards that came to life using their mobiles to view the short films that were developed based on their true extraordinary moments.

The result:
The Launch Day was a huge success with a lot of excitement shared between the employees and especially the Franchisees. The client was absolutely ecstatic with the extent and quality of the delivery and our commitment to get things right, given the incredibly short time frames we were working with.
To top it off, this was a message that was sent through to one of the Senior Managers by a Franchisee. “I had rostered myself on till 4 pm today. But when I opened courier and saw a glimpse of one, could not resist… called one of causal staff member on her arrival and I watched everything. Tears literally rolling down my eyes .. after watching the extraordinary moments.. great work .. extraordinary initiative..never experienced anything like this in my 13 years association with 7-Eleven.. will definitely make sure all my team members watch this and are influenced..Greatly influenced to do something better for our customers…and look forward to sharing our stories on the website when it’s up and running.”

Christopher Rodrigues
Creative Director

Karen Rose
Strategy

Jonah Jones
Executive Producer

Gareth Hopkins
Creative / Copywriter

Don Lim
Creative / Animator

Rachel Harding
Creative / Editor

Dana Newell
Film Director

Sherwin Akbarzadeh
Videographer

Steven Zozula
Web Developer

Our involvement included: 
Creative Direction
Strategy
Art Direction
Design
Copywriting
Animation
Video Editing
Account Management
Illustration
Website Development
Website Design