7-Eleven sparks off HK's collective memory

7-ELEVEN   WE STUDIO D   SOCIAL MEDIA

Hong Kong - To celebrate its 30th anniversary, 7-Eleven has teamed up with WE Studio D to kick off a series of social campaigns connecting local consumers with their special moments at convenience stores.

From now to end of April, Facebook users are invited to submit photos of their happy moments at 7-Eleven and select one minute in a day when they want the photo to appear.

A "Photo clock" of Hong Kong people at 7-Eleven stores will then be shown on Facebook displaying one photo a minute - a total of 1,440 photos a day.

Another initiative has also gone live on YouTube in partnership with ifva (Independent Short Film and Video Award) and the Hong Kong Arts Centre.

Seven winners of ifva were invited to create a series of short films that capture the everyday experience at the stores from getting a cup of Slurpee to meeting someone special.

One of the most popular video, drawing over 6,400 views in a week, tells the story of a part-time worker at 7-Eleven waiting every night for a girl to show up at the store.

Rose Yeung, head of sales and marketing of 7-Eleven Hong Kong and Macau, said the main target of the anniversary campaign is local youths who "love things that can speak for them" and evoke their collective memories.

"The short films can best reflect how the city feels about the stores and at the same time a good channel to encourage young people to bring more creativity to their own lives," Yeung said.

The campaign is supported by print and online ads.

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