In Taiwan, most of the brands like to hold a cherry blossom related campaign when the cherry blossom season coming. And 7-ELEVEN, the largest scale of convenience store in Taiwan, launched a unique and limited-time offer campaign - “Cherry Blossom Cup Collection” with its coffee brand, CITY CAFE this year.

In order to differentiate the brand from other competitor's promotion, 7-ELEVEN want to use a content film to present the short but beautiful moments which is brought by the cherry blossom for the purpose of communicating the concept of the limited cup collection which is worth to have instantly with the consumer, help to promote the sales of CITY CAFE.

Therefore, it presents our challenges as how to keep the brand’s tone, close to the real life of the urbanites as usual but at the same time draw the consumer’s attention and the response in this competitive cherry blossom market.

It’s a story describing the best 7 days which is splendid like the moment cherry blossoms bloomed. It happened in blossom season and the storyline started from the 7 days ago before the main character goes overseas transfer.

She attended a high school reunion 7 days ago, but only stayed 7 seconds then she left. Afterwards she met the classmate she liked 7 years ago on the way and they went to see a movie together but they left the cinema when it played in only 7 minutes. They hung out together just 7 hours.

It's such a beautiful encounter but they are doomed to separate after 7 days, it’s like the cherry blossoms only bloom for 7 days. However, what the girl pursues is this short but splendid moment just like the cherry blossom.

- We shot a content film named “7” in 7 mins long on 35mm film in movie specification. According to our idea - "Cherry blossoms only bloom for 7 days.", we launched a campaign called "7-days-limited Cherry Blossom Cup Collection", which is as long as the flowering period of cherry blossom, and even released the film-trailer 7 days ago before the official content film release.

- The campaign only launched on the official YouTube channel, Facebook Fan Page and all the official accounts of social media, and the screen in the 7-ELEVEN stores without any additional media operation, however, it successfully created a buzz and the sales rose NTD 1.2 billion more than the same period of the previous year.