7-Eleven has once again teamed up with Sanrio to launch a new set of its popular cartoon characters toys, for the collectable premium redemption programme "Joy to the word" during the festive season.
But this time, the convenience store chain wants to create more than just a fancy merchandise, because those cartoon characters are packaged as colour pens.
"Many mobile users can't leave their phone alone for a minute," Rose Yeung, director of sales and marketing at 7-Eleven said.
"We want to create a premium with a function, while those colour pens are cute and of use, we want to encourage Hongkongers to put down their mobile devices for a while and start writing and drawing to their family and friends in this holiday," Yeung added.
From 2 December 2015 to 19 January 2016, the first phase of the redemption programme will see the launch of 12 Sanrio characters, including the iconic Hello Kitty, My Melody, Little Twins Stars Kiki and Lala, Kerokerokeroppi, Pompompurin and the lazy egg Gudetama.
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The second stage will start on 13 January 2016. It will see the launch of the “7-Eleven Sanrio Animal Playground”, which is a crossover of different characters and animals.
"We will also launch three special holiday limited editions during Christmas, Chinese New Year and the Valentine’s Day to better cater our customers," Yeung said.
Customers will receive one stamp upon a HK$20 purchase at 7-Eleven and one more stamp for every additional HK$10 purchase. They can redeem one figurine at random with 18 stamps for free, or with seven stamps plus HK$20.
The campaign is promoted on various channels, including TVC which will debut on TVB (Jade, HD Jade and J2) today, while it will also be airing on the Times Square video wall starting from 7 December.
In addition to the TV spots, the campaign is extended to print advertising, OOH and online. Creative components of the campaign are handled by The Right Side, while media duties are taken up by Maxus.