Page 45 - HKMA 2020 Awards Souvenir Programme

Excellence Award

“Give A Voucher, Donate A Meal”
7-Eleven - The Dairy Farm Company, Limited

The outbreak of COVID-19 has affected the health and livelihood of millions especially the underprivileged groups in Hong Kong.
Local NGOs faced increased demand for assistance but were unable to assist due to heightened social distancing measures whilst
many Hongkongers were unsure how to contribute during the pandemic. Therefore, 7-Eleven stepped up to help provide decent
meals to those in need with the charity meal voucher campaign “Give a Voucher, Donate a Meal” under the motto “Together We
Care (一個人不足夠 一起便能互助)”.
The campaign was delivered in partnership with five NGOs, namely Food Angel, Foodlink, Pei Ho Counterparts, People’s Food Bank
and Hong Kong Christian Service; with the support of the public. The public were invited to pledge HK$15 for a meal voucher to
be donated through any of the five NGOs of their choice at 7-Eleven stores throughout Hong Kong. The meal vouchers provided a
lifeline to many needy recipients who found it very convenient and dignified to redeem ready-to-eat meals from 7-Eleven. Prior to
the launch, 7-Eleven donated 70,000 meals through different local NGOs to raise awareness among the public. Within eight days
after the launch, a whopping 553,787 meal vouchers were donated, exceeding the target by almost eight times.
Effective communication through the media and digital channels piqued and sustained the public’s interest to participate in this
meaningful campaign. In addition to unprecedented media coverage, many people shared 7-Eleven’s “Tag & Donate” message
through social media.
The campaign’s success was underpinned by the public’s trust in 7-Eleven and sheer simplicity to donate; convenient access and
dignified way for recipients to redeem ready-to-eat meals; and a sense of ownership by the public because they had a say in which
NGO to support. Above all, this campaign has transcended 7-Eleven’s brand equity, successfully bringing the community together
for a worthy cause under the motto “Together We Care”.

Comments from the Judges:
It was commended as a passionate and well-thought out marketing campaign which has successfully aroused public awareness
towards the underprivileged members of Hong Kong affected by COVID-19. It also allowed 7-Eleven to redefine its brand equity,
convenience, to bring genuine benefits to the society while paving way for future opportunities.
“Give a Voucher, Donate a Meal” was more than just a marketing campaign. It was indeed a life-changing charitable programme
that sent a positive message of “Together We Care” to the public and a call to action to produce wider social impact. 7-Eleven
was able to articulate its good thoughts for the community and get the buy-in at different levels. Coupled with the right pricing
of vouchers, selection of partners and a comprehensive communication strategy, this charitable marketing campaign eventually
exceeded everyone’s expectation.
The results speak for themselves. Overwhelming media coverage and social media interactions were recorded throughout the
campaign. Despite limited budget and resources, the campaign achieved outstanding results in terms of donations of meal
vouchers, and set a new golden standard for other companies.
Parties to be Recognized for Contributing to the Success of the Programme:
1. Serif Communication & Design Limited
2. Kids and Dogs Limited

43HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2020