Page 53 - MA2024

Excellence Award

“Explore The 7-SELECT Foodie-Verse. Anytime Anywhere”
DFI Retail Group - 7-Eleven Hong Kong & Macau

Despite being well-positioned to meet the fast-paced lifestyles of Hong Kong consumers, 7-Eleven’s ready-to-eat offerings under
its house brand 7-SELECT were often perceived as a last resort - an option chosen only when no other alternatives were available.

To change this perception, 7-Eleven identified a unique edge that set it apart from competitors: diversity. Rather than simply
highlight the taste, freshness, and quality of its offerings, 7-Eleven saw an opportunity to reframe the 7-Eleven experience as an
eye-opening culinary adventure full of unexpected surprises.

This was brought to life by leveraging a popular concept that has captivated audiences across popular media in recent years - the
multiverse - as well as the boundless possibilities of generative AI. The result was the creation of the 7-SELECT Foodie-verse.

Starting with a first-in-market undertaking which saw 7-Eleven use generative AI to create a captivating hero video featuring Dee
Gor@ERROR venturing into a mesmerizing world brimming with diverse flavours and whimsical AI-generated visuals, 7-Eleven also
used a “multiverse-like” engagement strategy to extend the AI-inspired multiverse concept further where with every turn of the
street, flick of a page, or even down to tactical promotion offers, audiences were presented with new, fun, fantastical experiences.

The campaign proved to be a mouthwatering success, with demonstrable uplifts in both business and brand perception metrics.
Moreover, it served as a proof-of-concept, providing a clear demonstration for the industry that generative AI can be applied
to video production to deliver a high-quality finished product, laying the fundamental groundwork for the industry to adopt
generative AI technology more readily in marketing production.

Comments from the Judges:
This campaign showcases exceptional creativity and strategic thinking. By tapping into the captivating multiverse concept, the
brand was able to reposition its ready-to-eat offerings from a last resort to an exciting culinary adventure filled with unexpected
delights.

The campaign’s standout features include the innovative use of generative AI technology to create visually captivating, AI-powered
brand content. Furthermore, the brand’s tactical promotion strategy, which frequently altered its offers by mixing and matching
different 7-SELECT products along with other in-store offerings, created a sense of constant surprise and discovery for customers.
This multiverse-like engagement approach, combined with impactful gamification and outdoor placements, successfully drove
increased purchase intent and sales performance.

Beyond its commercial success, the campaign’s exceptional merit is further underscored by its ability to inspire the organization
and the industry. The brand’s forward-thinking approach to leveraging emerging technologies demonstrates its potential to pave
the way for greater industry-wide innovation in marketing.

Party to be Recognized for Contributing to the Success of the Programme:
1. Kids & Dogs
2. PHD Hong Kong
3. Serif
4. So Don’t Bore

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2024

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