7-Eleven approached STEPitUP with the objective of launching a new and better organic coffee aimed at a broader female audience (25-42yo).
7-Eleven needed an authentic brand ambassador who could create awareness about the new coffee so that the target group would buy and taste the quality of the coffee.
STEPitUP found the perfect match in the popular danish singer Burhan G who at the same time had an upcoming tour and was releasing a new single from his new album.
The output was a co-branded coffee & single launch with posters both outside and inside the 7-Eleven stores to attract customers.
The campaign was executed 360-degrees in ATL, BTL, and on social platforms. STEPitUP initiated the original brandmatch and integrated Burhan G’s tour and album activities with 7-Eleven’s launch of the coffee. STEPitUP also developed ideas for competitions to get the target group to buy the new coffee, lead the ongoing development of activities and held creative workshops with 7-Eleven and Burhan G and his team.
The campaign included POS, the Burhan G album sold in all 7-Eleven shops during the campaign, all rights to use the campaign pictures and music online and in a radio commercial, integrating, PR (e.g. interview for Costume and radio), social media activation, engaging consumer competitions, sales kickoff with artist performance and much more.