7-eleven DM CHECK-EAT-OUT by Grey Hong Kong

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Industry Retail, Distribution & Rental companies
Media Direct marketing
Market Hong Kong SAR China
Agency Grey Hong Kong
Executive Creative Director Connie Lo
Art Director Timothy Li
Account Supervisor Pamela Wan
Illustrator Mike Wong
Released April 2011

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Advertiser: 7-ELEVEN
Product/Service: HOT FOOD
Date of First Appearance: Apr 28 2011
Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)
Group Creative Director: Miranda Shing (Leo Burnett Hong Kong)
Creative Director / Copywriter: Adrian Lam (Leo Burnett Hong Kong)
Art Director: Timothy Li (Leo Burnett Hong Kong)
Digital Director: Kelvin Ngai (Leo Burnett Hong Kong)
Account Supervisor: Pamela Wan (Leo Burnett Hong Kong)
Account Manager: Daisy Wong (Leo Burnett Hong Kong)
Account Manager: Frankie Fan (Leo Burnett Hong Kong)
Illustrator: Mike Wong
Media placement: Mobile Applications - Mobile - 28 April 2011

Describe the brief/objective of the direct campaign.
Hong Kong is a city that lives and works 24 hours. But even here, some do eventually have to rest for the night – the restaurants. Most Hong Kongers work late into the night, and while there are restaurants everywhere, finding a place to eat after work is one of life’s eternal problems – you’re never quite sure which are still open.

7-Eleven is open 24 hours a day, and has a wide range of delicious hot foods. So however late at night, you can satisfy your hunger even when all other restaurants are closed.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed a free mobile app called CHECK-EAT-OUT, shows users how much time is left before nearby eateries close for the night. In contrast, 7-Eleven’s are always open and serving delicious hot food.

Since most Hong Kongers work (and eat) late almost every night, CHECK-EAT-OUT builds an almost nightly dialogue. And even if there’s no restaurant open near you, there’s always a 7-Eleven around to satisfy you. We got word out of the app through our Twitter feed and Facebook banners.

Explain why the creative execution was relevant to the product or service.
The app provides the factual information of eateries but also with a simple idea to highlight the advantages of 7-Eleven that surpass many other eateries – hot food is available 24 hours a day.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In only the first 2 weeks, 7-Eleven saw an 18% increase in the sale of hot foods.