7-Eleven pits points 'addicts' against each for Velocity Frequent Flyer partnership launch

Paige Murphy
By Paige Murphy | 9 July 2021

Convenience store 7-Eleven has launched a partnership with the Velocity Frequent Flyer program through a new campaign from creative agency CHE Proximity.

Australia’s 10 million Velocity Frequent Flyer Members can now earn points on everyday food, drinks, fuel and more at over seven hundred 7-Eleven stores.

“As lockdowns ease, we are excited to help people take to the skies again by making earning Points everyday easier," 7-Eleven head of marketing communications Adam Jacka says.

"Whether it’s an early morning freshly ground coffee, a delicious wrap for lunch, a fill up on fuel or a treat on the go, our customers can now earn Velocity Points to get to their next reward faster.

“This campaign embodies the energy, fun and playfulness of our two great brands and this is another key moment in 7-Eleven’s digital journey.

"The My 7-Eleven app has already been downloaded by 850,000 Australians and we’re seeing great momentum in acquisition, visitation and customer sentiment since the partnership announcement last month."

The official campaign launch features two friends who battle it out to collect more points than one another on their day-to-day trips to buy food, fuel, drinks and more at 7-Eleven.

“Now that Velocity Points have landed at 7-Eleven, it’s never been easier to earn," CHE Proximity creative director Amy Weston says.

"We’ve pitted two points addicts against each other in a campaign to see who can earn the most, fastest.”

Directed by Tony Rogers via Guilty, the TVCs will air across free-to-air (FTA), catch-up and YouTube and are accompanied by radio, social, out-of-home (OOH), digital and in-store collateral.

The multi-million dollar media buy was led by PHD Media Australia. 


CHE Proximity

Glen Dickson – Deputy Chief Creative Officer
Amy Weston – Creative Director
Fraser Nelson – Senior Creative
Lauren Moran – Senior Creative
Trent Roberts - Head of Design
Adam Lord – Senior Designer
Will Puglielli - Brand Designer
Clinton Duncan – Brand Planning Director
Andrew Drougas - MD/COO
Tom Blackburn – Group Account Director
Kyle Gradidge – Account Director
Lydia Bauer – Account Manager
Jen Livingston – Executive Producer
Matt Thompson – Sound Engineer
Nat Hort – Visual Art Manager
Nigel Harvey - Senior Finished Artist
Sam Scherma - Retouching

Tony Rogers – Director
Rohan Timlock – Executive Producer
Liam Gilmour - DOP
Tim Parrington - Editor
Martin Geer - Colourist
Jamie Scott - Flare Artist

Chameleon Casting

Adam Jacka - Head of Marketing Communications
Jeremy Lewington - Marketing Manager, Customer Communications

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