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Rilakkuma lands in 7-Eleven

Dairy Farm’s convenience stores, 7-Eleven is bringing celebrity cartoon figure Rilakkuma into stores to attract more young.

Further to the success of the “Rilakkuma Egg Theme Collection” in Japan, 7-Eleven is collaborating Leo Burnett to introduce the collection to Hong Kong for the first time.

The campaign, which is introducing the Japanese “Rilakkuma Egg Theme Collection” to Hong Kong for the first time, aims to drive traffic and increase market size for 7-Eleven.

“We’ve always wanted our brand image to stay young,” the company said.

Celebrating Rilakkuma’s 10th birthday this year seems to be a golden opportunity for 7-Eleven to attract the young.

Customers can get one stamp upon purchase of HK$20 in 7-Eleven. With collecting 16 stamps or six stamps plus HK$15, customers can redeem one item from an exclusive 26″ Rilakkuma big plush and other prizes.

Digital communication plays a big part in the campaign. Besides features on 7-Eleven fanpage, a Facebook game Rilakkuma ‘scissors-rock-paper’ will also be launched where players can invite friends to play this digital version of their childhood favorite game.

Apart from digital platforms, the campaign is also promoted on various communication platforms including print advertising, half bus and MTR escalator crown, in-store and point-of-sale and also gondola end showcasing real products.

The campaign will run from April to June.

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