7-Eleven Malaysia has unveiled the Pokémon Poké Plates collection featuring 28 different designs with popular characters such as Pikachu, Snorlax, Charmander and Jigglypuff.
In a statement to A+M, Ronan Lee, general manager, marketing, said it is using a good mix of traditional and digital ATL communications, such as cinema ads and print media, as well as Facebook, Instagram and YouTube to raise awareness about the new collection. It is also employing BTL activations such as mascot appearances at selected locations.
Orion Digital was also responsible for devising the digital amplification strategy for the latest campaign. Social media content such as teasers, lifestyle, and engagement posts related to the campaign will be published on 7-Eleven Malaysia’s Social Media accounts on YouTube, Facebook and Instagram to increase awareness amongst Malaysians. Media buy initiatives have also been included to further boost the campaign on prominent social and digital platforms. Besides that, the campaign will run a Pokémon Poké Plates contest as a digital initiative to generate wider reach amongst fans and non-fans alike.
According to him, 7-Eleven is confident that fans will react positively towards the collectibles, following the movie Detective Pikachu and the continuing Pokémon Go craze. “Inserting the ‘fun’ in ‘functional’, the Pokémon Poke Plates will add a colourful spectrum to your dining experience at home,” Lee added.
Meanwhile, founder and CEO of Orion Digital, Shanker Joyrama, said he is excited about the campaign as the Pokémon brand has a huge following. “With the 360 degree marketing activation including brand amplification that has been launched, we’re excited to bring this fun collectible to homes all across Malaysia,” he added.
Currently, 7-Eleven is offering consumers a free Pokémon Poké Plate when they collect 12 programme stickers. A sticker will be given to consumers for every purchase of RM5 and above in any single receipt at any outlet. 7-Eleven will offer consumers a bonus sticker if the purchase includes a selected parter product from brands such as Cadbury and Tropicana. Meanwhile, consumers can also purchase the Poké Plate alongside six stickers.
In March this year, it delighted consumers by promoting Disney’s Mickey Go Local Mini Tins in Malaysia, which are aimed at invoking feelings of nostalgia among consumers and allowing them to experience Malaysian local culture. rom colloquial slangs such as “chun” and “fuyoh” to traditional childhood games that would take one down memory lane, the designs feature the famous Mickey Mouse and his posse dabbling in local Malaysian cultures including having tea time in a “kopitiam“.
7-Eleven witnessed a 9% revenue increase in the first quarter of 2019 to RM583.7 million due to better consumer promotion activity, as well as growth in new stores and higher average spend per customer. Higher marketing income, favourable sales mix, and improved logistics expenses recovery also attributed to a 9.1% increase in gross profit to RM210.7 million as compared to the previous quarter.