DOMO-NATION by Tracylocke for 7-eleven

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DOMO-NATION

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Industry Retail, Distribution & Rental companies, Supermarkets
Media Promo & PR
Market United States
Agency Tracylocke
Associate Creative Director Craig Bradley
Creative Director Ryan Blum
Account Supervisor Mike Reichert
Released October 2009

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: 7-ELEVEN
Product/Service: CONVENIENCE STORE
Agency: TRACYLOCKE
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: TRACYLOCKE, Dallas, USA
Entry URL: http://domonation.com/
Chief Creative Officer: Regan Holley (Freshworks/TracyLocke)
Chief Operating Officer: Sandi Means (Freshworks/TracyLocke)
Group Creative Director: Kyle Jones (Freshworks/TracyLocke)
Associate Creative Director: Craig Bradley (Freshworks/TracyLocke)
Writer: Alex Harvey (Freshworks/TracyLocke)
Agency Producer: Leeann Wells (Freshworks/TracyLocke)
Group Account Director: Sterling Hayman (Freshworks/TracyLocke)
Account Supervisor: Mike Reichert (Freshworks/TracyLocke)
Account Executive: Lindsay Truman (Freshworks/TracyLocke)
Account Executive: Holland Hughey (Freshworks/TracyLocke)
Art Producer: Erika Udstuen (Freshworks/TracyLocke)
Print Producer: Rebecca McMahan (Freshworks/TracyLocke)
Project Manager: Katie Frye (Freshworks/TracyLocke)
Project Manager: Suzanne Faulkenberry (Freshworks/TracyLocke)
Creative Director: Ryan Blum (Freshworks/TracyLocke)
Media placement: Teaser Billboards - Digital Billboards, Digital Transit Signage, Garage Signage - September 1, 2009
Media placement: Radio - :30 Spot on Alternative Rock, Hot AC, Rock, Urban Contemporary - October 5, 2009
Media placement: Webisode - Www.domonation.com, Facebook, Slurpee.com - October 1, 2009
Media placement: In Store POP/POS - National - October 1, 2009
Media placement: OOH - 30-Sheets, Wall Scapes, Transit 2-Sheets, Bus Kings, Taxi Tops, Bus Shelters - October 1, 2009
Media placement: In Store Packaging - National - October 1, 2009
Media placement: Online Banners - Banners on Yahoo, Pandora, Billboard, Entertainment Weekly, Ad Networks - October 5, 2009

Describe the objective of the promotion.
The agency wanted to leverage DOMO, an emerging character that had been gaining popularity overseas, in U.S. 7-Eleven stores to highlight new product news, as well as to appeal to and create an enhanced store experience for younger customers.

Describe how the promotion developed from concept to implementation
The agency worked with Japanese DOMO creators HSK to do more than just feature DOMO on 7-Eleven signage by bringing him to life in unique and experiential ways that would be engaging for 7-Eleven customers. 5,800 7-Eleven stores underwent a complete “Domonation,” with DOMO featured on Slurpee cups and straws, DOMO inspired product packaging and unique in-store POP, floor graphics and exclusive 7-Eleven products. In addition, the agency created a series of three webisodes, highlighting DOMO’s first Brainfreeze and a series of outdoor boards teased DOMO’s arrival in Japanese script, with a final English reveal once DOMO landed in-store.

Describe the success of the promotion with both client and consumer including some quantifiable results
Younger customers flocked to the stores in droves and then shared their experiences through a variety of social media. In-store POP found its way onto eBay, and many of the exclusive products became collector’s items within the first week. DOMO cups caused a generous spike in sales for both Big Gulp and Slurpee, despite October being in each category’s “off season” and worse-than-average weather. The DOMO straw was the highest-selling October straw in 7-Eleven’s history and coffee sales saw increases in per store day units, reversing a two-year-old trend in declining sales.

Explain why the method of promotion was most relevant to the product or service
The agency decided to feature the character through a variety of different media to bring the entire customer and store experience to life. Instead of solely featuring DOMO in-store, we wanted to announce to the world that DOMO was taking over 7-Eleven. DOMO messaging was integrated across all consumer touchpoints – in ways that were new, unique and as interruptive as possible. To reach a younger demographic, it wasn’t enough just to bring DOMO to life in-store; he also needed to find his way into social conversations and become viral.