7-Eleven 'Redeems 2020' with Catchy Tune in New TVC

7-Eleven, Australia’s market leader in convenience, has co-produced a new campaign with Australian independent music stars, Client Liaison, in collaboration with CHE Proximity.

Coinciding with the release of Client Liaison’s latest hit ‘Intervention,’ the film shows the pop duo Monte and Harvey exploring another world of easy rewards and exclusive offers via the new My 7-Eleven app. The campaign is part of 7-Eleven’s Redeem 2020 campaign, one that encourages Aussies to break free of what’s undoubtedly been a hard year.

Adam Jacka, head of customer communications at 7-Eleven Australia, said: “We wanted the launch of our My 7-Eleven App to be a memorable brand moment and motivate our customers to act. The release of Client Liaison’s new single created the perfect partnership opportunity – aligning a song that’s all about breaking free and sparking joy, with a 7-Eleven campaign that sees Aussies redeeming something back from the challenges of 2020 by relishing in life's small, easy wins. We’re delighted that app downloads and engagement rates are exceeding our expectations. The campaign will extend through until January with exclusive new My 7-Eleven App deals launching next week to help Australians make the most of this unique summer with those around them.”

“It was fun doing something a little bit different for 7-Eleven." added Glen Dickson, executive creative director at CHE Proximity. "We’re on an exciting journey with the team there, and this collaboration with Client Liaison to bring some free donuts, coffees, Slurpee and 80’s synth pop to Australians felt like the perfect way to farewell a tough year.”

The campaign is now live across TVC, catch-up TV, YouTube, social, radio, OOH, digital display, POS, the My 7-Eleven app and 7-Eleven website.