7-Eleven teams up with Client Liaison to ‘Redeem 2020’ in new campaign via CHE Proximity
7-Eleven, Australia’s market leader in convenience, has co-produced a new campaign with Australian independent music stars, Client Liaison, in collaboration with CHE Proximity.
Coinciding with the release of Client Liaison’s latest hit ‘Intervention,’ the film shows the pop duo Monte and Harvey exploring another world of easy rewards and exclusive offers via the new My 7-Eleven app. The campaign is part of 7-Eleven’s Redeem 2020 campaign, one that encourages Aussies to break free of what’s undoubtedly been a hard year.
Says Adam Jacka, head of customer communications at 7-Eleven Australia: “We wanted the launch of our My 7-Eleven App to be a memorable brand moment and motivate our customers to act.
“The release of Client Liaison’s new single created the perfect partnership opportunity – aligning a song that’s all about breaking free and sparking joy, with a 7-Eleven campaign that sees Aussies redeeming something back from the challenges of 2020 by relishing in life’s small, easy wins.”
“We’re delighted that App downloads and engagement rates are exceeding our expectations. The campaign will extend through until January with exclusive new My 7-Eleven App deals launching next week to help Australians make the most of this unique summer with those around them.”
Says Glen Dickson, executive creative director at CHE Proximity: “It was fun doing something a little bit different for 7-Eleven. We’re on an exciting journey with the team there, and this collaboration with Client Liaison to bring some free donuts, coffees, Slurpee and 80’s synth pop to Australians felt like the perfect way to farewell a tough year.”
The campaign is now live across TVC, Catch up TV, YouTube, Social, Radio, OOH, Digital Display, POS, the My 7-Eleven app and 7-Eleven website.
For more information on the My 7-Eleven app, please visit: https://www.7eleven.com.au/my-7-eleven.html
Client
Adam Jacka – Head of Marketing Communications
Vicky Dolman – Senior Marketing Manager
Agency: CHE Proximity
Creative
Ant White – Chief Creative Officer
Glen Dickson – Executive Creative Director
Amy Weston – Creative Director
Chris Andrews – Creative Director
Account management
Tom Blackburn – Group Account Director
Kyle Gradidge – Senior Account Manager
Sophia Berry-Smith – Account Manager
Nicole Flinton-Ferraro – Chief Experience Officer
Clinton Duncan – Brand Planning Director
Trisha Santhanam – Planning Director
Natalie Hort – Production Manager
CHEP Studio
Alan Steadman – Retoucher / GCI
Nigel Harvey – Finished Artist
Sally Devers – Studio Manager
Sam Scherma – Finished Artist/Retoucher
Gary Wills – Senior finished Artist
Josh Fikret – Graphic Artist/ Retoucher
Trent Roberts – Head of Design
Paul Allworthy – Senior Brand Designer
Will Puglielli – Digital Designer
CHEP FILM Production
Holly Alexander – Director, Strategic Production
Karine Pawel – Senior Producer
Caitlin Perz – Production Assistant
Production Company: EXIT Films
EP: Leah Churchill-Brown
Director: Danny Cohen
Producer: Giordi Caputo
Post Production: Heckler
Executive Producer: Bonnie Law
VFX Supervisor: Jamie Watson
Senior VFX Producer: Amy Jarman
Senior Motion Designer: Adrien Girault
Senior Flame Artists: Brad Smith, Jonathan Hairman
Animators: Gabor Prucsi, Freddie Jiang
Editors: Michael Houlahan, Ben Hall
Colourist: Olivier Fontenay
Music Supervision:
Anton at Trailer Media
Sound House: Rumble Studios
Executive Producer: Michael Gie
Sound Designer: Liam Annert
Producer: Fiona Dunn
21 Comments
Did all the data and research you’ve collected point to the fact that the 7-Eleven target demographic loves really shite ads?
For 7/11 the brand and for 7/11customer – all that’s needed is the last 10 secs.
Spelling error. Missing the A.
But true to form.
“We wanted the launch of our My 7-Eleven App to be a memorable brand moment..”
Oh it’s memorable, but not in a good way.
This is an ad for a rewards app – it nails that brief. Really fun, catchy stuff.
but… for 7/11 customers – just say it and get out of the way.
The last 15 secs is a great offer and the App delivers it. The first 15 secs is unnecessary.
Client Liaison must really be struggling with the lack of performance revenue if they agreed to do this, very off brand partnership for them.
CL fans will hate it.
People who don’t listen to Client Liaison will hate it.
Who does this ad speak to?
It’s flogging free stuff. It’s made fun.
It’s also a big step above all the other ‘2020’ based comms in market. And, a step up in brand craft for 7-Eleven.
I don’t mind it at all.
but its a lame tune, even for them
wow..they left us for this.
This is actually some weird and wonderful fun I wouldn’t normally associate with 7-11.
It’s a good elevation of advertising that is excused as ok for ‘just another loyalty scheme’.
Compared to CHEPs other heavy handed attempts at film, this has a level of maturity to it (paradoxically) – it isn’t trying to be deep and meaningful about the product/category like other (misguided) efforts we see from them all too often…
*cough* traumatic clean out ya gutters horror film *cough*.
It’s the same as the Amaysim ad from 72 and Sunny, substituting cool and retro in lieu of having a creative idea.
https://campaignbrief.com/amaysim-extends-little-sim-big-love-rebrand-with-love-machine-music-video-via-72andsunny/
Surprised they listed a full set of credits. Unfortunately for the creatives they’ll always be associated with this piece of…work.
Simple, fun and clever twist on a promo. Like.
Please explain how this is a clever twist on a promo? It comes in pretty straight and dry right at the end.
You say that as if Client Liason were ever meant to be taken as a serious band who just happened to have a lot of good mates at Triple J.
CHEPs got their work cut out to redeem themselves after this.
This is embarrassing for everybody involved.
Client Liaison did some memorable work a few years ago with their videos for Off White Limousine and Foreign Affair.
This is tacky and cheap. Terrible VFX. Non-existent direction.
And what’s going on with the make-up? They look ill.
Client Liaison are a novelty well past their expiry date.
Thanks CHEP, as soon as I hear that 80’s synth pop I forget what a shit year 2020 has been, what with all its death and despair. Also can you tell me where this groovy festival is at? Looks pretty kickin’!
Probably should have put the creative people on the brief.
This is the same idea as Myer… what a difference crafting and execution makes.