Bronze
Evolution
Creative Use of Media
| Entrant: | Dentsu Creative, New York |
| Brand: | 7-Eleven |
| Title: | "Roasts for Rivals" |
| Corporate Name of Client: | 7-Eleven |
| Client Company: | 7-Eleven, Irving |
| Client Company EVP, Chief Marketing & Sustainability Officer: | Marissa Jarratt |
| Client Company Senior Director, Brand & Digital Marketing: | Marissa Eddings |
| Client Company Senior Marketing Manager: | Crystal Wilkins |
| Client Company Marketing Manager: | Laura Jean Digan |
| Client Company Associate Brand Manager: | Emily Sherwin |
| Client Company Senior Manager, External Communications: | Shannon Lynch |
| Media Company: | Dentsu X, New York |
| Media Company Senior Director: | Ashley Long |
| Media Company Associate Director: | Amy Butler |
| Media Company VP, Client Leadership: | Heather Chancey |
| Media Company Senior Manager, Paid Social: | Mandy Herren |
| Agency: | Dentsu Creative, New York |
| Agency Chief Creative Officer US and Hispanic Latam: | Rafael Rizuto |
| Executive Creative Directors: | Cuanan Cronwright/Leonardo Barbosa |
| Creative Directors: | Declan Byrnes-Enoch/Alexander Augustinos/Jake Reilly/Byron Wages |
| Senior Copywriter: | Carrie Ann Latimer |
| Senior Art Director: | Austin White |
| Agency Design Director: | Rafael Ribeiro |
| Agency Senior Designer: | Ana Andreeva |
| Agency Executive Producer: | Carly Salaman |
| Agency Producer: | Tyler Hovey-Wildman |
| Agency Motion Designer: | Sukratti Jain |
| Agency Associate Motion Design Director: | Kelly Bray |
| Agency Project Manager: | Paige Wheeler |
| Agency Senior Content Director: | Nate Brav-McCabe |
| Agency Account Director: | Brianna Laurent |
| Agency Assistant Account Executive, Client Leadership: | Alexia Assimakopoulos |
| Agency SVP, Client Leadership: | Joshua Safran |
| Agency Strategist, Integrated Strategy: | Skylar Motley |
| Agency SVP, Integrated Strategy: | Amie Dowker |
| Agency Senior Business Manager, Business Affairs: | Polly Poulos-McCarthy |
Description:
We invited competitor baristas to get complimentary coffee for their morning commutes, to highlight 7-Eleven as the destination for quality coffee 24/7 - including before their coffee shops open. To access the promotion, rival baristas visited 7-Eleven wearing uniforms, before their shifts.?? ? Although our campaign was experienced by baristas, its influence extended beyond. Competitors substantially outspend 7-Eleven on media, so we found a unique way to use our competition to make a quality statement about our coffee, and drive widespread purchase intent.??? 60 years ago, 7-Eleven pioneered to-go coffee in Long Island, New York. Today, Starbucks and Dunkin have become known as the to-go coffee destinations, while 7-Eleven has fallen behind. So, to celebrate the 60th anniversary and remind people of the brand’s legacy in to-go coffee, 7-Eleven went back to where it all started - Long Island, NY – and targeted everyone who copied us. We offered competitor baristas on Long Island complimentary coffee for their morning commutes. This highlighted 7-Eleven as the destination for coffee 24/7 - including before other coffee shops open. A campaign met baristas during their commutes on Long Island Railroad (one of the world’s busiest commuter networks) and via local radio. To access the promotion, rival baristas in uniform visited any 7-Eleven in the area. With 7-Eleven cups in hand, competitors became walking billboards for our coffee, witnessed by all of Long Island, and driving widespread purchase intent.