Effies
Australia
BYO Cup Day
Agency
Leo Burnett Melbourne
Client
7-Eleven
Awards
Silver
Short Term Effects
Case Study
Summary
On 21st September 2011, ‘Bring Your Own Cup’ Day was born. We gave Australians the freedom to bring anything they liked into a 7-Eleven store and fill it up with Slurpee – all for the price of a medium cup (A$2.60). Gumboots, vases, trophies, buckets, viking helmets – anything (under a specified size) was fair game. Promoted through Facebook, and activated in-store and with a launch event, it rewarded core Slurpers with what they love most of all – the product. By every measure, it was a huge success, generating revenue as well as brand love (and a 1304% return on marketing investment).
Case study
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Credits
| Author | Ben Cliffe | ||||||||
| CEO | Melinda Geertz | ||||||||
| General Manager | Patrick Rowe | ||||||||
| Executive Creative Director | Jason Williams | ||||||||
| Creative Group Head | Andrew Woodhead | ||||||||
| Art Director | James Orr | ||||||||
| Copywriter | Elle Bullen | ||||||||
| Group Account Director | Ari Sztal | ||||||||
| Digital / Social Media | Rodeo | ||||||||
| PR | Haystac | ||||||||
| Media | OMD | ||||||||
| Brand & Communications Officer | Bill Kosmopoulos | 7-Eleven | |||||||
| Insights Manager | Alyssa Milton | 7-Eleven |
Category Sponsors
Short Term Effects
