A real-life look into Australian customers.
Global convenience store 7-Eleven Australia has launched Any:time is 7-Eleven time campaign with creative agency Clemenger BBDO celebrating a shift from a product-first to customer-first strategy.
The campaign focuses on 7-Elevens’ real Australian customers, with street casting, and the reality that real life doesn’t follow a fixed schedule. Each part of the campaign will capture a ‘minute in time’ – an authentic look into the everyday life of Australians and how 7-Eleven fits in.
“At 7-Eleven, our purpose is to make every day easier so our customers can live a good life,” said Adam Jacka, 7-Eleven general manager of marketing.
“This campaign reflects the reality that life doesn’t run 9 to 5. We’re here for Australians at every hour, with over 750 stores, 3,000 products, and 24/7 convenience.”
Any:time 7-Eleven time will take-over Melbourne’s Southern Cross Station tram stops from mid-September through October.
Other activations will include live streaming platform Twitch and a partnership with the Happy Hour podcast.
“Step inside any 7-Eleven, any time of day, and you’ll see how Australians really live. This campaign reflects that. It’s relatable, human – and yes, the team borrowed from a few of their own 7-Eleven runs over the years,” said Amy Weston, executive creative director, Clemenger BBDO.
CREDITS
Creative Agency: Clemenger BBDO
Production Company: Finch
Media Agency: PHD
