Convenience store 7-Eleven has launched a new ‘Slurpee Flavourfest’ campaign which will run until 1 January.
OMD is leading the media outreach for the campaign, with multiple channels working together to communicate the 11 Weeks, 11 Flavours message using behavioural media placement along the path to purchase.
By purchasing a Slurpee Flavourfest wristband for $1 when buying a Slurpee, consumers are entitled to 30% off every Slurpee purchase till 1 January - by scanning their wristband. The flavours include Sour Watermelon, Apple Blackcurrent, Sour Blueberry and more.
When they register their wristband they receive a free pack of Slurpee Shocks or a Krispy Kreme, as well as being entered into daily prize draws.
National brand and communications manager at 7-Eleven, Bill Kosmopolous, said: “Working with the team at OMD on such an important campaign for the brand has been fantastic. They have really understand our target market and how to capture them, and have challenged the norms.”
The media agency is OMD Melbourne, Leo Burnetts Melbourne is the creative agency on 7-Eleven and Huckleberry Melbourne is the social media agency involved.
Business director at OMD, Nick Coombe, said working with Kosmopolous and bringing the innovative campaign to life has been an “exciting journey".
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