7-Eleven: Gamers' paradise

7-Eleven, a chain of convenience stores, launched a campaign in the US to rejuvenate the brand, modernise and drive relevance for the brand and attract younger, Gen Z customers.

Goals

  • Brand rejuvenation that would celebrate and invigorate its OG customers while attracting new ones
  • Modernize and drive relevance for the 7-Eleven brand
  • Attract a younger, Gen Z customer to the 7-Eleven brand

Strategic Approach

  • Leverage Sony PlayStation's...