7-Eleven launches four HAPPINESS IS…Snoopy Concept Stores in Hong Kong and Macau: Creating fun and happy moments with our customers

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HONG KONG, CHINA – Media OutReach – 24 September 2020 – 7-Eleven has
always been known for running attractive redemption programmes that offer
appealing collectibles. However, the team decided to do things differently this
time round — they wanted to shift the programme from simply being a way to
reward loyalty into a platform to increase brand equity and authentically
engage the customer in a fun and exciting way.

So, 7-Eleven launched a total of four Snoopy concept stores in
Hong Kong and Macau to not only showcase and generate awareness of the
programme itself, but also create an exciting destination for Snoopy fans to
visit and enjoy.

 

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HAPPINESS IS… : a fun, meaningful
platform to engage and connect

To coincide with Snoopy’s 70th birthday, 7-Eleven chose to collaborate with
PEANUTS, the iconic cartoon strip featuring Snoopy and his friends. “HAPPINESS
IS….” was selected as the overarching platform for the campaign; a famous
catchphrase from the PEANUTS cartoons that encourages us to appreciate the
little things in life.

 

In their latest redemption
programme, 7-Eleven partnered up with PEANUTS and Japanese lifestyle fashion
brand niko and… in their first ever crossover collection in Hong Kong to launch
a series of eight colourful, stylish eco bags featuring Snoopy and the gang. To
accompany the launch and promote the programme in an exciting and engaging way,
7-Eleven developed the innovative idea of the Snoopy concept store.

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A fresh perspective on customer engagement

The rationale behind the Snoopy
concept stores was to bring the redemption programme to life and create an
opportunity for customers to truly experience the wonderful world of Snoopy and
his friends within selected 7-Eleven stores.

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7-Eleven launches four HAPPINESS IS…Snoopy Concept Stores in Hong Kong and Macau: Creating fun and happy moments with our customers

Store 1: Happiness is… Friends and Togetherness.

7-Eleven launches four HAPPINESS IS…Snoopy Concept Stores in Hong Kong and Macau: Creating fun and happy moments with our customers

Store 2: Happiness is… Sharing.

7-Eleven launches four HAPPINESS IS…Snoopy Concept Stores in Hong Kong and Macau: Creating fun and happy moments with our customers

Store 3: Happiness is… More Hellos.

7-Eleven launches four HAPPINESS IS…Snoopy Concept Stores in Hong Kong and Macau: Creating fun and happy moments with our customers

Store 4: Happiness is… A Day Out.

Four locations were chosen to undergo the transformation; a hub of three stores in the high traffic
district of Mongkok to create a “Snoopy Town” for added impact and one
store in Macau. Each store is decorated individually in a special
theme to represent
a particular concept
under the umbrella
of the HAPPINESS IS… platform — Friendship
and Togetherness, Sharing, More Hellos
and A Day Out. The different fit outs not only flesh out the HAPPINESS
IS…concept but also give customers a compelling reason to visit each and every
concept store to create and share even more happy moments.

An immersive Snoopy experience

To create a true 360-degree
customer experience, stores were decorated from top to bottom. Special Snoopy
touches have been added throughout including the shopfront, category signage,
chiller and freezer doors, walls and, in some stores, even the ceiling! The
finished stores look as though they have just leapt off the pages of a PEANUTS
comic; shelving has been transformed to look like Snoopy’s iconic red doghouse
and a custom-made gondola end display installed featuring a jumbo Snoopy figure
driving a bright yellow school bus.

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Team members at the Snoopy concept
stores can also join in on the fun. An exclusive Snoopy x 7-Eleven T- shirt
featuring the iconic Charlie Brown chevron stripe has been designed for them to
wear within the stores.

 

The eye-catching displays and
appealing artwork put smiles on customers’ faces and also give them many
opportunities to take “Instaworthy” images to share on social media with their
friends and family. The authentic user generated content is invaluable in
creating buzz for the stores and far-reaching exposure of the campaign.

 

Partnership and synergies: leveraging the Snoopy brand

One of the team’s primary
objectives was to strengthen the brand association between 7-Eleven and the
PEANUTS franchise in a fun and engaging way. Visitors to the concept stores can
see Snoopy and his friends enjoy a range of 7-Eleven SIGNATURE products
including Slurpees, Sundae and 7Café coffee and Hot Shot. And if you look
carefully, Snoopy can even be spotted wearing a 7-Eleven uniform himself!

 

After experiencing the store, take
Snoopy and the gang home with you in the form of exclusive PEANUTS merchandise!
Snoopy’s influence is not just noticeable in the store decoration but also in
the product range of these special stores. One store contains a dedicated
Snoopy corner where customers can purchase exclusive PEANUTS-themed merchandise
including pet products, lunchboxes, cutlery sets and other accessories. Yet
another chance to bring a little bit of Snoopy happiness home with them.

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A new take on a market leading promotion

The Snoopy concept stores are a
successful example of building on an already popular market promotion to give
customers a fun and exciting store experience. The introduction of the concept
stores elevates the redemption programme to another level, turning it into a
platform to authentically connect with customers and reshape how they think and
feel about 7-Eleven as a brand.

 

Concept Store Address

Store
1 : Shop 16, G/F., 60-104 Soy Street, Concord Bldg., Kowloon, Hong Kong

Store
2: Shop 7C & 7D on G/F., No.7-9 Fa Yuen Street, Mongkok, Kowloon, Hong Kong

Store 3: Shop 1, G/F
(Including the Cockloft therein), Hung Tat Building, No. 55 Dundas Street,
Kowloon, Hong Kong

Store 4: Na Taipa, Rua Do
Regedor No 191, Chun Fok Village – 1 Fase Res-Do-Chao AB., Macau

HAPPINESS IS…Snoopy X niko and… eco bags stamp redemption programmes
7-Eleven launches four HAPPINESS IS…Snoopy Concept Stores in Hong Kong and Macau: Creating fun and happy moments with our customers

7-Eleven launches four HAPPINESS IS…Snoopy Concept Stores in Hong Kong and Macau: Creating fun and happy moments with our customers

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7-Eleven launches four HAPPINESS IS…Snoopy Concept Stores in Hong Kong and Macau: Creating fun and happy moments with our customers - Brand Spur7-Eleven launches four HAPPINESS IS…Snoopy Concept Stores in Hong Kong and Macau: Creating fun and happy moments with our customers - Brand Spur

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7-Eleven launches four HAPPINESS IS…Snoopy Concept Stores in Hong Kong and Macau: Creating fun and happy moments with our customers - Brand Spur7-Eleven launches four HAPPINESS IS…Snoopy Concept Stores in Hong Kong and Macau: Creating fun and happy moments with our customers - Brand Spur

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The Trade Desk Appoints Benson Ho as Senior Vice President, North Asia

SHANGHAI, CHINA - Media OutReach - 22 January 2021 - Global advertising technology leader, The Trade Desk, today announced the appointment of Benson Ho as Senior Vice President of North Asia. In this role, Ho will lead the company's business and growth strategy in the North Asia region, covering Greater China, South Korea and Japan. Ho will report to Tim Sims, Chief Revenue Officer.

 

 7-Eleven launches four HAPPINESS IS…Snoopy Concept Stores in Hong Kong and Macau: Creating fun and happy moments with our customers - Brand Spur

 

Ho brings vast leadership experience in the Asian media industry, most recently as Chief Data Strategy Officer at Tencent Marketing Solution, an important early inventory partner of The Trade Desk in China. Prior to that, he served as Amnet's chief consultant and programmatic expert to Dentsu Aegis Network. He has also served in senior leadership positions at Sizmek, GroupM and Digitas.

 

"One of The Trade Desk's biggest priorities is Asia, and with Benson joining our team, we're confident he will help accelerate our growth strategy in the region," said Tim Sims, Chief Revenue Officer, The Trade Desk. "Benson brings experience and expertise of data-driven advertising, as well as his invaluable relationships with key partners and advertisers, that are specific and unique to the Asian market. I look forward to partnering with Benson as we execute our next phase of growth in the region."

 

"I am delighted to join The Trade Desk and build on the success the company has had in North Asia," said Ho. "The advertising industry is at a turning point right now, and there's enormous opportunity for brands to leverage global best practices and connect with consumers in new ways. It's very exciting to be a part of the team that's delivering a unique solution and expertise to global advertisers in the region."


About The Trade Desk

The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, 7-Eleven launches four HAPPINESS IS…Snoopy Concept Stores in Hong Kong and Macau: Creating fun and happy moments with our customers - Brand SpurTwitter, and LinkedIn. 

 

7-Eleven launches four HAPPINESS IS…Snoopy Concept Stores in Hong Kong and Macau: Creating fun and happy moments with our customers - Brand Spur

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- Advertisement -7-Eleven launches four HAPPINESS IS…Snoopy Concept Stores in Hong Kong and Macau: Creating fun and happy moments with our customers - Brand Spur7-Eleven launches four HAPPINESS IS…Snoopy Concept Stores in Hong Kong and Macau: Creating fun and happy moments with our customers - Brand Spur