7-eleven Int’l
The Background
Aam Creative was invited to pitch for 7-Eleven International, a globally recognized retailer operating across a diverse range of countries. The pitch focused on the strategic introduction of a major new brand asset across three key growth markets.
THE ASK: 7-Eleven International required a unified, culturally fluent global social media strategy to launch this new brand asset. The primary business goals were to transform the brand's perception in these culturally distinct markets and drive measurable results.
Project Timeline: Ongoing
Role: New Business Strategy Lead
THE CHALLENGE
THE CHALLENGE
The strategic challenge began with overcoming the brand’s functional fatigue to establish deep emotional relevance. The core problem was that the brand asset could not be reduced to a corporate logo. It had to fill a real emotional void for an overextended, cynical, international audience. The challenge wasn't just designing a simple ad campaign; it was demonstrating fluency in the vast Contextual Gap across three distinct markets, proving that our strategy could translate an approachable, playful tone into culturally-specific digital formats, from webtoon culture in one market to meme culture in another, ensuring the identity was both sophisticated and resistant to cynicism.
OUR AUDIENCE
Our research centered on the Young Adult (25–34) demographic residing in high-pressure urban environments across the three priority markets. By combining statistical data reports with scouring for commentary on platforms like Reddit, Twitter, Instagram, and TikTok for organic behavioral cues, we uncovered the critical human truth that fueled our winning strategy.
The Overextended and Joy-Seeking Young Adult is navigating intense work-life demands, which require a brand that actively offers emotional relief. There was an unmet need for play, and the core desire isn't for products, but for small, accessible moments of joy and comfort that intentionally break their routine.
INSIGHT
Play bridges the gap between mundane routine and true connection.
Strategy
Bring play and joy into the everyday.
Impact
We strategically redefined the client's locations not just as stores, but as ritualistic "third places" where people seek solace and grounding.
By positioning the new brand asset as the active solution to burnout — a "tool for delivering joy" — we shifted the strategy from an observational campaign to a unique, mission-driven platform. This deep alignment with a proven emotional insight was the key differentiator that secured Aam Creative’s winning pitch.
While this project is ongoing and has evolved into something much bigger, it is still under wraps —stay tuned!