|Brand||7-ELEVEN HONG KONG|
|Product / Service||7-ELEVEN|
|Category||A02. Ambient media: small scale (incl. premiums and giveaways)|
|Entrant||LEO BURNETT HONG KONG, HONG KONG|
|Entrant Company||LEO BURNETT HONG KONG, HONG KONG|
|Advertising Agency||LEO BURNETT HONG KONG, HONG KONG|
|Connie Lo||Leo Burnett/Hong Kong||Chief Creative Officer|
|Brian Ma||Leo Burnett/Hong Kong||Executive Creative Director|
|Li Chi Tak||Leo Burnett/Hong Kong||Head Of Art|
|May Chan||Leo Burnett/Hong Kong||Art Director|
|Fanny Lau||Leo Burnett/Hong Kong||Copywriter|
|Wen Louie||Leo Burnett/Hong Kong||Copywriter|
|Pamela Wan||Leo Burnett/Hong Kong||Management Supervisor|
|Daisy Wong||Leo Burnett/Hong Kong||Brand Director|
|Scarlet Ho||Leo Burnett/Hong Kong||Brand Manager|
|Black Paper||Acknowledged And Supported By:|
7-Eleven offers a variety of quality hot foods. We wanted to strengthen our emotional bond with the people of Hong Kong by reminding them that, whatever time and wherever you are, we're there for them. We wanted to remind Hong Kong that it's always there for them in an emotionally relatable way.
We used of 7-Eleven’s greatest advantage – their stores are everywhere in Hong Kong. By placing our leaflets in their stores, we had direct access to our targets wherever they were.
In Hong Kong there's a popular magazine called 'Black Paper' that covers hot local topics and sells only in 7-Eleven. So we wrote our very own 'Meal Paper' (it sounds like 'Napkin Paper' in Cantonese), which covered 7-Eleven's hot food culture, with a strong local Hong Kong perspective. 'Meal Paper' was printed on napkins and placed at 7-Eleven eating areas. They were free, and doubled as real napkins, making them entertaining and useful.
Even with a very low budget, we created noise. All ‘Meal Paper’ napkins were snapped up in a very short time. (A total of 100,000 pieces were taken within 1 week) Many even collected them. Social media was buzzing with people posting photos of napkins, talking about 7-Eleven food culture, and even guessing what the next issue would talk about. The consumption of hot foods raised 35% during the promotion period.