360º end-to-end creative campaign activation across all online and offline channels

About the project

Celebrating its 40-year anniversary, 7-Eleven wanted to commemorate its prominence as the No.1 leading convenience store network in Singapore. 7-Eleven partnered with Tag for a 360° end-to-end creative campaign that highlighted the brand’s prominent presence in the daily life of Singaporeans. Along with crafting the new slogan that embodied that, Tag developed and produced all creative assets across digital, print, and in-store touchpoints, delivering a cohesive campaign with a tagline that resonated so strongly, it was adopted in other markets.

Background

Every brand in Singapore runs a National Day campaign. In 2024, 7-Eleven's annual campaign timeline aligned with Singapore’s National Day. This time, they wanted to celebrate their achievement as the leading convenience store network in the country. 7-Eleven has established themselves as an integral part of Singaporean lives. With this campaign they wanted to reinforce 7-Eleven's accessibility, presence and convenience to Singaporeans. To drive this message home, they needed a cohesive campaign that covered every touchpoint, all while adhering to a tight budget.

Solution

To truly represent the significance of 7-Eleven, and its relationship with Singapore and its people, our campaign had to encapsulate the heart of the brand and its consumers from all over the island. With over 450 stores established in 40 years, 7-Eleven has become an integral part of everyday life for Singaporeans. The creative idea was based on the concept that 7-Eleven is always there for its customers, no matter where they are. This became the inspiration that that sparked the “Wherever You Go” slogan, which was born from a successful co-creation session with the client team.

Based on this concept, we ideated, created and produced all the assets for a comprehensive 360º campaign including the KV & lockup, packaging, OOH, POSM assets, PR kit, and much more. The campaign strategy put a spotlight on innovative product offerings, while ensuring it resonated with different audiences with tailored messaging for each segment. By using visuals and messaging that featured relevant products for various customer segments, such as on-the-go snacks for busy professionals or refreshing drinks for students, we were able to highlight how 7-Eleven caters to different lifestyles and needs across Singapore.

To reinforce the idea that 7-Eleven is for every Singaporean, we crafted and executed a comprehensive social strategy that put the spotlight on the people behind the brand and the 7-Eleven lifestyle with exclusive merchandise.

Elevating 7-Eleven’s Regional Resonance Through Everyday Convenience

The ‘Always Here, Always Near’ tagline resonated strongly with the DNA of the brand and was determined to become the official 7-Eleven tagline in Singapore and other Asian markets, starting with Hong Kong. The campaign drove significant top of mind awareness for 7-Eleven, generating an impressive amount of views, underscoring the campaigns effectiveness in reinforcing 7-Eleven's dominant market presence and driving impactful customer engagement.