7-Eleven: Dark Cafe

The Brief

7-Eleven was set to launch a new coffee blend with a major marketing campaign in July of 2023.​ We needed to convince on-the-go coffee drinkers who wouldn't normally purchase from a convenience store - that 7-Eleven was worth trying.

The Strategy

We needed to understand the behaviour of the Aussie coffee drinker and what would motivate them to try a new blend - that wasn't from their usual barista cafe. We knew we had to play into the strong flavour profile of 7-Eleven's new blend and downplay (in the initial instance) that it was in fact convenience store coffee.

In order to celebrate the launch of the new blend and support the ATL campaign, we set-up the ultimate taste test in Australia's coffee capital of Melbourne. Enter the Dark Cafe - an advocacy campaign that put the new blend to a taste test in the form of a pop-up café, inviting unexpected passers-by to a free cup of coffee.​

The Results

Over 3 days we successfully gave away 1700+ cups of coffee, had 8 influencers in attendance with 36 pieces of influencer content going live within 24 hours - giving us a total of 3.1 mill potential reach. We were also able to produce 12 pieces of social media content from the activation that was seeded across 7-Eleven's owned channels.