Circle-K campaign


7-Eleven is the leading convenience store in Hong Kong. It has the market-first advantage as the first brand that brought the convenience store concept into Hong Kong. It has the largest store network, 800 stores, through franchising. So Circle-K has to try harder. It renovated its stores with new brand ID and store layouts, added more instore services like ATMs and EPS money withdrawal, extended to bakery in certain stores, trained up its staff and so on. In terms operations and store management, Circle-K is better because unlike 7-Eleven, it owns its stores and has better control. It offers better shopping experience compared with 7-Eleven. With all the infrastructures in place, it's time for advertising to do the job. The TVC is simply asking consumers to "take a new perspective" at the Circle-K and rethink their habitual shopping at 7-Eleven. If you pay attention to the TVC, you would find that something is missing. That is, the support, i.e. the reason why consumers should take a new perspective. In fact, alongside with the TVC, there are print ads (below) too. This is how it supports the new perspective claim : bringing in more new and unique products to add newness and excitement to the stores. This is well-orchestrated marketing indeed.



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