7-SELECT's AI-inspired campaign brings audience to foodie-verse with Dee Gor

7-Eleven's sub-brand 7-SELECT has harnessed AI technology in its latest campaign video, featuring ERROR boy band member Dee Gor as 7-SELECT’s first spokesperson.

Done in collaboration with media agency PHD, local creative agencies SO DON'T BORE, Serif, Kids & Dogs, production company Film Factory and post-production firm Seesaw, the "Explore the Foodie-verse. Anytime Anywhere" is inspired by AI and the power of big data. It aims to communicate the convenience of 7-SELECT's products to youngsters' fast-paced lifestyles.

Arousing the flavours of their latest product range, the video features a unique rap song composed by Dee, as he travels through five different foodie-verse that explore each product's unique characteristics, including Japanese style sandwiches, chicken leg, onigiri, milk tea, juice, and fruit tea. 

Born and raised locally; Dee has taken on challenges and seeks to astound others, which is in line with the brand's fundamental nature. The brand is confident that his persona would resonate with the target demographic. His constant desire to push boundaries and ability to surprise and delight his fans align with 7-SELECT’s core values, according to the release.

Various AI-supported elements are adopted, aiming to bring the Foodie-verse, ready-to-eat items, and a diverse cast of characters to life and present visually stunning scenes with a futuristic flair. According to the release, the production team have experienced various challenges when producing the campaign video with AI technology, such as a Japanese sandwich ended up resembling a French baguette, and a local restaurant worker was mistakenly portrayed in a suit and tie. The team spent eight weeks before the actual shoot exploring and teaching AI, providing more detailed and comprehensive input and prompts such as more images and videos.

The campaign went live on 28 June. To create anticipation and generate hype towards the campaign, PHD utilises YouTube Select, connected TV, audio ads, and different high-performing video approaches to build efficient reach, maximise video views on YouTube, and further drive incremental music video reach and expense efficiency with programmatic video.

To further engage with the targeted groups through resonance, PHD also continued to build on awareness via outdoor TV and music streaming and event platforms such as Spotify. Furthermore, PHD amplified the creative and dialed up 7-SELECT product superiority across entertainment pages and social media including TouchWoodTV, Viu1hk and PlayEatEasy.

Don't miss: 7CAFÉ and VERSUS partner up to unveil exclusive pop-up store in Central Market

"At 7-Eleven, our goal is to provide our customers with high-quality, affordable products and new and exciting experiences. As part of our promotional efforts, we've created an innovative and heartfelt campaign video that uses AI technology to transport customers into our immersive 7-SELECT Foodie-verse," said Elman Lee, marketing director, North Asia food and convenience and company communications, DFI Retail Group.

"This unique video offers a fresh perspective while showcasing 7-SELECT’s new packaging design. With Dee as our energetic, youthful and first-ever spokesperson for 7-SELECT, we strive to expand our market reach and introduce more customers to the exceptional products in our 7-SELECT range." Lee added.

"7-Eleven’s forward-thinking and bold move for their latest 7-SELECT campaign delivers a mesmerising futuristic concept that transcends audiences into another realm. Through media placement, PHD magnifies the sense of adventure across all touch points of audiences to stimulate their daily routines," said Samuel Ho, general manager, PHD.

MARKETING-INTERACTIVE has reached out to 7-Eleven for more information.

Related articles:

7-Eleven unveils exclusive collection in celebration of Disney 100th anniversary
7-Eleven and Sanrio partner up to bring sweetness-filled glass mugs for V-day
7-Eleven celebrates Chinese New Year with Sanrio-themed containers
7-Eleven introduces new products to consumers via 'pre-order' platform