The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

Even with a very low budget, we created noise. All 'Meal Paper' napkins were snapped up in a very short time. 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.

Explain why the method of promotion was most relevant to the product or service

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.