Challenge
To uncover, un-pick, and articulate strategically, how the social media groundswell 7-Eleven was experiencing amongst a genre of car enthusiasts, constantly photographing and rendezvousing in their parking lots, could be connected to the business needs of the brand.
Solution
To craft a year long insights program to go ON-SAFARI and experience, first hand, the full breadth of what the world of car culture had to offer. Our team then identified and developed a fully formed new platform and program for 7-Eleven Car Culture, that could celebrate their connections to the culture, and strategically establish marketing plans for a 2 yr schedule of content development, collaborations, influencer programs, and eventually, a full summer campaign: Roll-Up & Refuel.
The output included a fully developed, evergreen playbook of core graphic assets, key headlines/tone of voice, and strategic narratives to adhere to in the future.
