Back to "7-Eleven"

A need for fresh air resulted in cosmopolitan atmosphere

7-Eleven is the largest chain of convenience stores in the world with over 28.000 shops in 23 countries. Having worked with 7-Eleven in Denmark for several years we now partner 7-Eleven in Norway, where the chain is part of Reitangruppen, one of the leading players in Europe in convenience and consumer goods. 7-Eleven counts 94 shops in Norway - and is still growing ...

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A new face please

Reitangruppen, the owner of 7-Eleven in Norway, knew that the image of the chain was in bad shape – so bad actually, that the entire position in the market was threatened. An analysis from Norsk Kundebarometer made it quite clear: Among all kiosks 7-Eleven rates the lowest both on satisfaction and loyalty, a facelift is strongly advised…

The starting point of the partnership with Reitangruppen was our branding process.

Through several workshops followed up by in-depth analysis we encircled the quintessential brand strategy and creative concept. The catalyst was the archetype analysis, a process leading us to the Explorer. The Explorer is an agent of change. And, guided by the close partnership between client and agency it was easy for Reitangruppen to give the go-ahead for a radical change in attitude, both internally and externally.

Where does the Explorer take us?

The values and attitudes represented by the Explorer should be reflected by both consumer and company. In 7-Elevens case this means changing the in-grown conception of consumers only choosing convenience.

The new consumer looks for many other things, like product authenticity – and is better informed, restless, easily distracted and chronically short of time. Also, 7-Elevens new values have to be appreciated by the primary consumer, the young, urban, non-conformist male/ female.

In short: appeal to the consumer, who does not want to live forever, but get more out of life.

Hence, the new 7-Eleven wishes to radiate the following:

The creative universe of the Explorer

The first part of the creative process is to uncover and compare the qualities of the archetype with the inherent values of 7-Eleven. From here the road leads us to the working-concept: 7-Eleven sells freedom to go. This taking into consideration that the target group - to an ever higher degree - has to be able to perceive 7-Eleven as an oasis in their more carefree, unorganised life: "On our way home from work or school 7-Eleven saves us from standing in line in the supermarket with Mr. and Mrs. Ordinary". So, 7-Eleven is much, much more than:coffee to go, pizza-slices to go, hot dogs to go, dinner to go, lunch to go, breakfast to go, money to go, entertainment to go, travel to go

7-Eleven is freedom. And exactly this is chiselled into the final concept, as stated in the pay-off: Freedom to go

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A story every time

In the creative universe 7-Eleven is not just another kiosk. It is an experience. Yes, we live on a Norwegian street corner, but our touch is international. We speak English and constantly remind you of worldwide adventures and possibilities - just waiting for you. Every single element mirrors the new 7-Eleven, appealing directly to the dreams and aspirations of the core target group. You are part of a global adventure. Always in situations out of the ordinary – even in product ads, where we do not merely present three buns in a basket. We stick a spike through. A little detail underlining the radical approach which will define the new 7-Eleven.