7-Eleven's 'Hello Kitty & friends' redemption programme spreads heart-warming vibe

Having grown up together with Hong Kong people, 7-Eleven hopes to encourage the public through this campaign to share the 'giving spirit' with relatives and friends, as well as those in need. 

The campaign, which is running in Hong Kong and Macau for two months, consists of a redemption programme in partnership with Sanrio, a TVC and a PR push, with concerted effort by Leo Burnett, ZenithOptimedia and Weber Sandwick.

The redemption programme, which stated on 5 December, features the 'Kawaii' figurines of several Hello Kitty characters including Kerokerokeropi, Little Twins Stars and My Melody.

Leo Burnett has worked with 7-Eleven on a project basis for both ATL and BTL campaigns. Its last TV campaign has a Gold and two Silver awards in the online viral film category at this year's Kam Fan Awards. 

The latest TVC features people with real-life relationships, such as a brother and sister or a wife and husband, and shows the Hello Kitty figurines magically appearing above their heads. 7-Eleven Hong Kong's PR spokesperson told Campaign Asia-Pacific that "it does not look a hard-selling 7-Eleven commerical, but more like a heart-warming Taiwanese micromovie love story."

Weber Shandwick is leading the PR push for the campaign, which includes a branded van that will be stationed in various shopping hotspots on weekends. By making a small donation, the public can come on board the van and take photos with the figurines. All donations will benefit Benji’s Centre in support of its work for children from low-income families in need of speech therapy.

The Dessert Collection will be introduced for the first phase of the redemption campaign, followed by the Sweet Collection in the second phase in January. 

The figurines are designed as accessory boxes. Special edition figurines will also be introduced for Christmas, Chinese New Year and Valentine’s Day, respectively.