Benjamin Li
Nov 15, 2012

7-Eleven bangs the drum with humorous new ad campaign

7-Eleven under Dairy Farm has launched an eye-catching new ad campaign featuring an adorable baby banging a loud drum in her mother’s tummy.

餓到打鼓 'So hungry like playing a drum’ is a colloquial Cantonese expression for having a hunger urge.

The new ad campaign, consisting of TVC, print and OOH, kicked off yesterday. It was created by Leo Burnett, with media partner ZenithOptimedia, and focuses on the ‘fresh and fast food’ that 7-Eleven offers in its more than 900 convenience stores in Hong Kong.

The TVC stars a 6-month-old tot named Summer, and marks the first time 7-Eleven has used a baby as a key icon in its ads.

A spokesperson for 7-Eleven told Campaign Asia-Pacific that in the recent past, the retail chain's ad campaigns have mostly been redemption promotions (for example, its partnership with the Hello Kitty and McDull cartoon icons), so the humorous and dramatic execution, not to mention the baby, are calculated to catch people's attention.

Popping into a 7-Eleven store for microwave food and snacks is popular among Hongkongers (especially students) at tea time, after school and work, and in the small hours, according to the company. "We want to highlight these shopping and eating habits through our ads with a humorous and dramatic twist," added the spokesperson, who did not want to be named.

With this new ad campaign, 7-Eleven has also launched an e-lucky draw with passbook.


 

Source:
Campaign China

Related Articles

Just Published

7 hours ago

Starbucks APAC VP Samuel Fung steps down

The former VP of Product and Marketing is a two-time Campaign Power List honoree. He exits the role after nearly 12 years with the company.

8 hours ago

Santander on its shift to one global agency, why it ...

Bank has been rethinking its $1 billion-a-year spend on advertising and communications to drive consistency and effectiveness in age of AI.

16 hours ago

40 Under 40 2024: Tim Lindley, VaynerMedia

Lindley’s work at VaynerMedia, balancing strategic vision and growth with empathetic leadership, makes him a standout figure in the APAC marketing landscape.

17 hours ago

How indies are closing the gap between holding ...

In a true David vs. Goliath battle, nimble independent agencies are defying the "bigger is better" narrative, winning top clients and industry awards with smart investments, speed, and agility.