7-Eleven Launches New Velocity Partnership Via CHE Proximity

7-Eleven Launches New Velocity Partnership Via CHE Proximity
B&T Magazine
Edited by B&T Magazine



7-Eleven has launched its partnership with the Velocity Frequent Flyer program through a new campaign from creative agency CHE Proximity.

Australia’s 10 million Velocity Frequent Flyer Members can now earn Points on everyday food, drinks, fuel and more at over seven hundred 7-Eleven stores.

The official campaign launch features two friends who battle it out to collect more Points than one another on their day-to-day trips to buy food, fuel, drinks and more at 7-Eleven.

Adam Jacka, head of marketing communications at 7-Eleven said, “As lockdowns ease, we are excited to help people take to the skies again by making earning Points every day easier.

“Whether it’s an early morning freshly ground coffee, a delicious wrap for lunch, a fill up on fuel or a treat on the go, our customers can now earn Velocity Points to get to their next reward faster.

“This campaign embodies the energy, fun and playfulness of our two great brands and this is another key moment in 7-Eleven’s digital journey.

“The My 7-Eleven app has already been downloaded by 850,000 Australians and we’re seeing great momentum in acquisition, visitation and customer sentiment since the partnership announcement last month.”

Amy Weston, creative director at CHE Proximity said: “Now that Velocity Points have landed at 7-Eleven, it’s never been easier to earn. We’ve pitted two points addicts against each other in a campaign to see who can earn the most, fastest.”

Directed by Tony Rogers via Guilty, the TVCs will air across FTA, Catch Up and YouTube and are accompanied by radio, social, OOH, digital and in-store collateral. The multi-million media buy was led by PHD Media Australia.

CAMPAIGN CREDS

Creative

  • Glen Dickson: Deputy chief creative officer
  • Amy Weston: Creative director
  • Fraser Nelson: Senior creative
  • Lauren Moran: Senior creative
  • Trent Roberts: Head of design
  • Adam Lord: Senior designer
  • Will Puglielli: Brand designer

Planning

  • Clinton Duncan: Brand planning director

Account Service

  • Andrew Drougas: MD/COO
  • Tom Blackburn: Group account director
  • Kyle Gradidge: Account director
  • Lydia Bauer: Account manager

Production

  • Jen Livingston: Executive producer
  • Matt Thompson: Sound engineer
  • Nat Hort: Visual art manager
  • Nigel Harvey: Senior finished artist
  • Sam Scherma: Retouching

Guilty

  • Tony Rogers: Director
  • Rohan Timlock: Executive producer
  • Liam Gilmour: DOP
  • Tim Parrington: Editor
  • Martin Geer: Colourist
  • Jamie Scott: Flare Artist

Casting

  • Chameleon Casting

Client

  • Adam Jacka: Head of marketing communications
  • Jeremy Lewington: Marketing manager, customer communications



Latest News

VMA Focuses On Skills And Training For Members
  • Media

VMA Focuses On Skills And Training For Members

The Visual Media Association (VMA) concluded its eight-week P.o.P (Power of Print) webinar series this week with a talk from David Barron, executive manager of Stakeholder Relations, Manufacturing Industry Skills Alliance (MISA) on the work MISA does to support skills and training in our industry. The webinar highlighted industry’s needs for improving apprenticeship completion rates, […]

Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
  • Technology

Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report

Getty Images yesterday held a Webinar to announce the release of its “Building Trust in the Age of AI” report. The study aims to empower marketers and communications professionals by providing data-driven insights into the integration of AI-generated content within marketing and communications strategies. Supported by the company’s cutting-edge visual and creative intelligence platform, VisualGPS, […]

The National Breast Cancer Foundation Partners With VML To Boost Funds
  • Campaigns

The National Breast Cancer Foundation Partners With VML To Boost Funds

Today the National Breast Cancer Foundation (NBCF) and VML announce their partnership in Australia. Together they will create a future-focussed, connected marketing and customer experience strategy that will propel the not-for-profit’s ability to raise funds and continue to invest in world-class research towards their vision of Zero Deaths from breast cancer. The team will develop […]

Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
  • Media

Perry ‘Pez’ Lazaris Named New National Hit Network Announcer

The Hit Network has announced Perry ‘Pez’ Lazaris will be taking over the Hit Network’s regional Afternoon shift from Monday, 6 May. Pez knows a thing or two about radio with a career spanning over 15 years, working in Townsville, Adelaide, Western Australia and most recently, Newcastle. Now, Pez will take over the national regional […]

Before Adland: Garry Dawson’s Journey From Teacher To Marketer
  • Advertising

Before Adland: Garry Dawson’s Journey From Teacher To Marketer

Many know Garry Dawson as the prolific marketing manager behind the Hopeful Monsters team, but the story many don’t know is how a chance encounter at a local cafe just three years ago changed the trajectory of his entire life. Having worked as a teacher for six years at this point, Dawson was preparing a […]

Scott Cam Urges Tradies To Prioritise Sun Protection
  • Campaigns

Scott Cam Urges Tradies To Prioritise Sun Protection

New research from SafetyCulture has shed some light on the number of Aussies working outside without proper sun protection. The survey of more than 1,000 Aussie outdoor workers, which included the likes of tradies, landscapers, and road workers, revealed that almost all (93 per cent) are concerned about the long-term effects of working in the sun. […]

PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
  • Advertising

PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media

PubMatic has released a new study examining the influence of digital media on shopper behaviour at the top and bottom of the funnel. The research found that retail websites are approximately 50 per cent more effective at driving a response from shoppers than social media. Commissioned by Inside Retail and conducted by PubMatic, 500 Australian […]

From MOWING to life GROWING:  Jim Penman launches ‘Life Coaching’ services
  • Marketing

From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services

Jim Penman, founder of the Jim’s Group, has officially launched Jim’s Life Coaching and intends to help millions of Australians live their best life. “Life coaching is a powerful and effective way to achieve success in business and personal life. It helps people to set their own goals, and then work out how to get there. It has […]

Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
  • Campaigns

Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads

Budweiser has created a new way of advertising on Spotify to ensure that ads don’t ruin the vibe of your favourite playlists. UninterruptAds: a pioneering initiative, converts songs that mention the brand’s name into targeted ads within the platform in Brazil. When the Brazilian team identified that their name is present in more than 500 tracks […]

Effie Worldwide Strengthens Board With 6 New Members
  • Marketing

Effie Worldwide Strengthens Board With 6 New Members

Effie Worldwide, has announced six new members to their Worldwide Board of Directors, alongside three new co-chairs of the Future Council; a powerful injection of fresh talent as the organization evolves across all its programs to expand its mission to champion marketing effectiveness. The Effie Board contributes to the non-profit’s mission to champion effectiveness through […]

Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
  • Campaigns

Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact

After introducing “Flatties” a couple of weeks ago, Contact and Special have now enlisted the help of rule-stickler penguin Nigel to motivate all Kiwis to reduce their energy consumption during peak hours. Contact is investing heavily in creating more renewable energy sources to lead the way in decarbonising New Zealand, but to make an even […]

Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
  • Campaigns

Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch

The global promotional tour for Universal’s Furiosa: A Mad Max Saga, the much-anticipated return to the iconic dystopian world Academy Award-winning mastermind George Miller created 45 years ago, kicked off in epic fashion in Sydney yesterday. Anya Taylor-Joy returned to Australia, joining Chris Hemsworth, George Miller and producer Doug Mitchell at a fiery media call […]

IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement

    IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement

    Integral Ad Science, a global media measurement and optimization platform, today announced a market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within […]