7-Eleven Velocity Launch

Launching 7-Eleven’s partnership with the Velocity Frequent Flyer program, we leant into the somewhat paradoxical behaviour of points-hunting velocity members who choose where they go, and spend more, simply because they know points are on offer.

The campaign features two friends who battle it out to collect more Points than one another on their day-to-day trips to buy food, fuel, drinks and more at 7-Eleven. This took direct inspiration from research that showed 1/3 of convenience store visits are decided by the availability of a rewards program.

Creative by Amy Weston, Lauren Moran and Fraser Nelson