7-Eleven is a multinational retail convenience store. With its approach to making everyday life easier, the mega-chain wanted to tap into the Indian market. To get into another competitive market, it was crucial to develop strategies that would include 360 direction approach. Hence, we adapted this global chain into Indian market with desi twists.
As the agency on board for 7-Eleven, we strategised a 360 marketing plan. For an intense project like this, the timeline was crucial and detailed.
Here's what went into a successful and ongoing marketing plan for 7-Eleven.
To bring a global chain into culturally rooted market like India is not easy. To understand our target audience, we researched in depth by hosting interviews with consumer groups.
'India ki nayee tapri' is an assemblage of what Indian movers need; a good cup of tea, on-the-go grocery, and fresh homely food. To reach this communication line, we did intensive research with our potential buyers.
The brand video flaunted all the offerings and highlighted top products while talking to the everyday go-getter.
To increase the reach of 'India ki nayee tapri' campaign, we created KVs to market around the town.
To make sure that the brand gets a maximum number of eyes in awe around the street and on social, our marketing team and designing team worked diligently to create promotional assets.
From the in-store menu, wall graphics, and flyers to billboards and local train jingles, we covered every corner to promote the brand.
Post the launch of the store, our sight was to break down the campaign into a promotional asset, and we took over social media marketing and out-of-house marketing to create a lasting buzz.
Seasonal, moment and topical marketing is a great way to stay connected with the consumers throughout the year and at every digital location. To make sure that 7-Eleven is always present and is engaging its customer, our team is constantly working on topical marketing.
To match today's marketing methodologies, it was important for us to hop on the same train. As per our digital strategy, we collaborated with macro influencers to create buzz.
Today, 7-Eleven operates in 4 locations in Mumbai : Embassy 24*7 - Vikhroli, Military Road - Andheri East, Hubtown Sunmist- Andheri East & Pranjee Marina - Kopar khairane.
For an impactful launch, apart from various promotional strategies, we also took the route of influencer marketing, another strategic segment of our 360 marketing approach.
Delicious food needs great photography. To create mouth-watering visuals, our production team did sessions of food photography which were later stitched to creatives.
In intervals, our creative team also designed various promotional assets for product launches. 7-Eleven's famous softee, followed by stufeez and flavour twist.
We also curated tailored campaigns for seasonal offers, new product launches, or any in-store deals. These campaigns included jingles, dhasu deals and other store offers in the form of videos and social media assets.
Here are some seasonal stationary items from 7-Eleven as part of our promotional strategy.
