7-Eleven
7-Eleven
Issue 38 | March 2016
Agency
Leo Burnett Melbourne
Creative Team
Executive Creative Director Jason Williams Creative Edward Heckes Creative Daniel Sparkes
Production Team
Producer Maria Borowski Production Manager Kaelene Morton Sound Colin Simkins at Gusto Music Production The Promotions Factory
Other Credits
Group Account Director Ari Sztal Senior Account Manager Chloe Erftemeyer
Date
August 2015
Background
Slurpee BYO CUP Day was one day in the year when shoppers could bring any sort of receptacle to a 7-Eleven store and fill it with Slurpee, a frozen, slushy drink.
Boots, toilet bowls, watering cans, you name it and someone had filled it with Slurpee.
Although an extremely successful event year on year, the task was to inspire consumers to find new and inventive ways to participate in the experience.
Idea
To prove that anything could be a Slurpee Cup, and to reinvigorate the five year-old promotion, the idea was to create cups out of sound.
Using a suite of digital modelling tools, the actual sound-waves were taken from the pre-recorded BYO CUP DAY radio ads and combined to make the world's first cup made from audio. The voice over of each ad determined the circumference of the cups, while the sound effects created each cup's height and unique body shape. These were then 3D printed en masse and made available for fans to win on Slurpee's Facebook page, proving that even sound can be a cup. And inspiring the consumers to think outside the norm on BYO CUP DAY 2015.
Results
Slurpee Sound Cup created a spike in social sharing across Twitter, Facebook and Instagram and saw more online activity in the lead up to the event than in the previous 5 years.
Recorded sales were the highest for the year, month on month.
Our Thoughts
A couple of years ago, every Chief Innovation Officer was talking about 3D printing and how transformative it was going to be. Maybe there has been a lot of 3D printing going on under the radar but I’ve seen very little evidence of it in advertising.
Great to see it used so playfully here. From the start, I thought this campaign was genius when we featured it in Directory 24. I loved the fact that promotional advertising had been blessed with a real idea and a client bold enough to run with it.
In this iteration, I love the fact that radio is at the heart of the idea, another ugly sister medium here given a makeover. I love the fact that it’s communication designed to sell stuff. Lots of it. And, lastly, I love the fact it did.