7-ELEVEN MY refreshes brand look with animated, hip-hop campaign

7-ELEVEN Malaysia has refreshed its brand look with the launch of its latest campaign, "Senang Lenang Dengan 7-ELEVEN" (Easy Peasy with 7-ELEVEN).

The campaign aims to see 7-ELEVEN regain relevance in the hearts and minds of a new generation of Malaysian consumers and its dominance as an ultra-competitive retailer. In order to appeal to a younger demographic, an animated-mix-live-action music video and original hip hop track were produced, both entirely from scratch. 

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Aside from adding a much-needed youthful exuberance to the brand, the music video also introduced Malaysians to a friendly, trendy and rap-loving 3D brand ambassador for 7-ELEVEN, named Even, who made its debut during the Raya season.

Even represents an original character for the brand, drawing inspirations from cultural icons such as Daft Punk, Deadmau5, and The Stig, to create a masked character that the brand could call its own and use in the long run, said FCB SHOUT in a statement. 

Infused with 7-ELEVEN's iconic door jingle, the music video stars Even as its central hero, showcasing how easy it is to celebrate a memorable Hari Raya with 7-ELEVEN’s wide variety of goods.

The retail giant partnered creative agency FCB Shout for the campaign, who won the brand media pitch last year. 

“The clients wanted a brand ambassador for 7-ELEVEN to spearhead this campaign. But we knew that creating a character using a real person would cost the brand a lot of money and they would only be able to use the ambassador for this short campaign period," said Jonathan Chan, creative director, FCB SHOUT. 

"Instead of merely just answering the brief given, we challenged it and came back with an idea that made a lot more sense for the brand to sustain and continue building on in the long run, instead of just another one-off project that’d be forgotten as soon as the campaign ends," said Syahriza Badron, general manager of FCB SHOUT. 

Brand campaigns are not usual for 7-ELEVEN Malaysia, added Badron, who is thankful for the brand to have chosen FCB SHOUT to lead the campaign as it seeks to regain relevance in the retail space.

"The campaign came out better than what we expected given the tight deadline, and a lot of credit has to go to our partners at KDCo, TELL Enterprise, Grey Common Studio and Max Fx Studio for the incredible work," concluded Chan. 

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