SPORTS SLURPING by Leo Burnett Melbourne for 7-eleven

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SPORTS SLURPING

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Industry Non-alcoholic drinks, Soft Drinks
Media Direct marketing
Market Australia
Agency Leo Burnett Melbourne
Executive Creative Director Jason William
Art Director Lauren Doolan
Copywriter Andrew Woodhead
Released April 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: 7 ELEVEN
Product/Service: SLURPEE DRINK
Agency: LEO BURNETT
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: LEO BURNETT, Melbourne, AUSTRALIA
Entry URL: http://www.ourawardsubmission.com/canneslions/directlions
Executive Creative Director: Jason William (Leo Burnett)
Copywriter: Andrew Woodhead (Leo Burnett)
Art Director: Lauren Doolan (Leo Burnett)
Media placement: Website - Online - 1st Of April 2009
Media placement: Direct Marketing - Online - 1st Of April 2009
Media placement: Viral - Online - 1st Of April 2009
Media placement: Point Of Sale - In Store - 1st Of April 2009

Describe the brief/objective of the direct campaign.
7-Eleven was releasing a Sports Slurpee. Although it was charged with electrolytes it was never going to be taken as seriously as popular sporting drinks like Gatorade, Powerade and Lucozade. These established brands with their big advertising budgets and their million dollar sports sponsorships had the amateur athlete market sown up. The new Sports Slurpee would have to find its own market.

Explain why the creative execution was relevant to the product or service.
Convince the world to accept Slurping as an official sport. We started by giving their sport a official name (Sports Slurping), establishing the official rules and releasing an official product (the Sports Slurpee). Then we tracked down the email addresses of the world’s sporting ministers and gave the public access to them via sportsslurping.com. Over 100 international sporting bodies, from Albania to Zimbabwe, could be lobbied by supporters of the new sport. Petition letters were signed by the individual and then sent to the influential international sporting leader of their choosing, encouraging them to accept Slurping as a sport. People were directed to the site via Electronic Direct Mail, a viral video and a send-to-a-friend mechanic.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Turn the product itself into a sport. Slurpee drinkers around the world have always competed to see who’s the fastest. These underground contests, held in backyards, school yards and car parks, have been going on for years. It was time to lure these competitors out of the shadows with a campaign to legitimatise their sport. From now on, purchasing a Slurpee would make you more than just a drinker, it would make you a Sports Slurping competitor.

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.
After the demographic had sent over 52,000 electronic lobby letters and been rejected by nearly every sporting body in the world, on 2 June, 2009 the International Federation of Competitive Eating (IFOCE) publicly recognized Slurping as a sport. For the first time, a product was not just a sponsor of a sport; it had become the sport itself. And its consumers were no longer just plain old consumers, they had become athletes. The IFOCE has already made plans to stage international Sports Slurping heats. They will hold the first world championship on Coney Island, NY, in July 2010.