The Campaign

“7-ELEVEN X CITY CAFE X LIMITED CHERRY BLOSSOM CUP COLLECTOIN” Idea: “7” Cherry blossoms bloom in a very short time, so there is a famous saying called “Cherry blossoms only bloom for 7 days.” In Taiwan, people like to call 7-ELEVEN as “7”. We linked these two “7” together and came up with the idea. We created a story happened for only 7 days, and used “7” to present every short but splendid moment during these 7 days, like 7 seconds, 7 minutes, 7 hours and so on. The film is also shot in 7 mins long, the trailer even released 7 days ago before the official film. The story and characters clearly reflect the spirit of cherry blossoms - “Savor while it lasts.” And through the film, we make Taiwanese people feel that they've never been so close to the cherry blossom’s spirits before.

Creative Execution

- We shot a content film named “7” in 7 mins long on 35mm film in movie specification. According to our idea - "Cherry blossoms only bloom for 7 days.", we launched a campaign called "7-days-limited Cherry Blossom Cup Collection", which is as long as the flowering period of cherry blossom, and even released the film-trailer 7 days ago before the official content film release. - The campaign only launched on the official YouTube channel, Facebook Fan Page and all the official accounts of social media, and the screen in the 7-ELEVEN stores without any additional media operation, however, it successfully created a buzz and the sales rose NTD 1.2 billion more than the same period of the previous year.

- FB/Youtube total reached: 5,251,298 views, 16,132 likes, 3060 Shares, 4006 Comments. - Awarded YouTube Awards The best Q1 Ad. - Instagram: related posts with #over 5932 posts. - 5245 7-ELEVEN stores engaged the theme decoration proactively. - “The Best Ever Cherry Blossom Campaign!“ praised by local mainly press media. - The sales rose NTD 1.2 billion more than the same period of the previous year. - 7-ELEVEN's “Cherry Blossom Cup Collection” campaign successfully made people enchanted by its short but beautiful spirit.

7-ELEVEN launched a limited-7-days “Cherry Blossom Cup Collection” with its coffee brand, CITY CAFE. We shot a film in 7 mins long on 35mm film. Simply transformed concept – “cherry blossoms only bloom for 7 days” into a beautiful story which happened for only 7 days. In the 7 mins micro-movie, we use “7 seconds”, “7 minutes” and so on to symbolize the short flowering period and 7-ELEVEN brand as well, to resonate with people in mind. And the limited-time cup collection makes the consumer immerse themselves in the short but splendid moment of blooming while they savoring CITY CAFE.

In order to draw people’s attention by the limited cup collection in a short time, we resonated consumers by linking 7-ELEVEN which people can easily find everywhere and the cherry blossom which is rare in Taiwan together. We implanted the idea, “Savor while it lasts” into people’s mind, and evoking everyone’s yearning for beautiful things.