Ogilvy & Mather Taiwan bags 7-Eleven City Café account

The pitch took place in mid-November. 

7-Eleven City Café is a home-grown brand in Taiwan. It launched five years ago and now has café counters in over 3000 7-Eleven convenience stores around Taiwan.

Jessie Wang, business director, Ogilvy & Mather Advertising (Taiwan) said: “Coffee is different from other consumer goods, it is not just functional, we convinced the client that they need to build a strong emotional touch and bonding with their consumers."

7-Eleven City Cafés are popular with 20-35-year-old time-poor white-collar workers.

Ogilvy & Mather Advertising Taiwan previously worked on two coffee-related accounts: Maxwell House and a local ready-to-drink coffee brand Left Bank.

The team has also worked on other 7-Eleven businesses including its cash-card i-Cash service and kiosk service i-Bon, where customers can purchase sports tickets, make restaurant reservations and order taxis.

Wang said Starbucks is 7-Eleven City Cafés primary competitor, along with other convenient store counterparts including Family Mart and High Life, which also launched their own café counter services recently.