“7-ELEVEN X CITY CAFE X LIMITED CHERRY BLOSSOM CUP COLLECTOIN”

Idea: “7”

Cherry blossoms bloom in a very short time, so there is a famous saying called “Cherry blossoms only bloom for 7 days.” In Taiwan, people like to call 7-ELEVEN as “7”. We linked these two “7” together and came up with the idea.

We created a story happened for only 7 days, and used “7” to present every short but splendid moment during these 7 days, like 7 seconds, 7 minutes, 7 hours and so on. The film is also shot in 7 mins long, the trailer even released 7 days ago before the official film.

The story and characters clearly reflect the spirit of cherry blossoms - “Savor while it lasts.” And through the film, we make Taiwanese people feel that they've never been so close to the cherry blossom’s spirits before.

- 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.

- FB/Youtube total reached: 5,251,298 views, 16,132 likes, 3060 Shares, 4006 Comments.

- Awarded YouTube Awards The best Q1 Ad.

- Instagram: related posts with #over 5932 posts.

- 5245 7-ELEVEN stores engaged the theme decoration proactively.

- “The Best Ever Cherry Blossom Campaign!“ praised by local mainly press media.

- The sales rose NTD 1.2 billion more than the same period of the previous year.

- 7-ELEVEN's “Cherry Blossom Cup Collection” campaign successfully made people enchanted by its short but beautiful spirit.