7-Eleven taps on social media for its 100th store opening celebration

7-Eleven has been keen to raise its brand profile in an already cluttered market in Shanghai, with Japan's Lawson and domestic convenience store players such as Kedi and Alldays making the space highly competitive.

The “Open your dream - Shanghai 100th store celebration” store promotion campaign was created by wwwins Isobar Taiwan. By tapping on social media and the popularity of Sina Weibo, especially among  white-collar workers, the new campaign aims to create buzz, increase brand preference, and draw people into the stores by offering a new points redemption experience to consumers.

Freda Shao, managing director of wwwins Isobar Taiwan, said that "loyalty and frequency have been key factors leading to the success of 7-Eleven".

"A key driver in achieving the loyalty objective in Taiwan is the launch of collectible branded mascots, 'OPEN-chan' series, which can be collected for free by a points redemption program in the store."

By collecting these, consumers will also have the chance to win a complete set of OPEN-chan earphones (with the brand's long-term ambassador Jolin’s autograph), and also a chance to win a US$ 315 (RMB2,000) prize.

7-Eleven opened its first outlet in Shanghai via the Taiwan-based President Chain Store Corp in April 2009.

(Pop-star and 7-Eleven brand ambassador Jolin Tsai)

Credits:

Project 7-Eleven “Open your dream - Shanghai 100th store celebration” store promotion campaign
Client 7-Eleven Taiwan
Digital agency wwwins Isobar Taiwan & wwwins Isobar China
Managing director Freda Shao
Creative director Mag Chen
Associate creative director Cariou Huang
Senior designer Debbie Kuo
Senior copywriter Cathy Chen
Account manager Phoebe Lai,
Account supervisor Leanne Tai, Ding Yuan
Project manager Terry He
Senior Communication planning manager Vera Cheng
Communication Panner Bart Chen
Technical director Mike Chang
Associate director of user experience Charles Chen
Interactive designer Chenfu Jian, Jack Hong, Blythe Lin
Media manaer Edward Li
Media planner Poopy Li
Exposure online, in-store, PR, print