CAFÉ by 7-Eleven | Brewing New Coffee Habits

6. Digital Experience Kancils [6.5 Data-enhanced creativity]

creative assets

case board

Links:

Product/Service:

Convenience Store Brand

Client:

7-Eleven Malaysia

Brief:

7-Eleven Malaysia aims to grow CAFÉ by 7-Eleven into a go-to daily coffee choice among young Malaysians aged 16–35. While our coffee is affordable and accessible, it’s still seen as a “quick fix” rather than a daily ritual. We need to shift this perception and drive repeat consumption. The challenge is reaching coffee drinkers in the right moments of need — during commutes, work breaks, or study sessions and nudging them to choose CAFÉ instead of pricier café brands. Our objective is to increase daily coffee sales by 10% by building stronger brand habit and presence where decisions happen, online and on-the-go. We’re looking for a data-led, digitally integrated idea that connects awareness to action, turning mobile engagement into real-world store visits. The campaign should make CAFÉ by 7-Eleven synonymous with everyday affordable coffee that fits seamlessly into modern Malaysian routines.

Solution:

To drive habitual coffee consumption, we built a data-led ecosystem that turned digital intent into real-world action. Using Touch ’n Go transaction data, we identified active coffee drinkers and reconnected with them across platforms from TikTok to Google Maps. Dynamic DOOH screens were placed near competitor cafés, syncing messages with mobile ads to capture commuters at the right place and time. Each exposure nudged users to the nearest CAFÉ by 7-Eleven, closing the gap between awareness and purchase. The result: a 13.7% daily sales lift, 2.1M store locator clicks, and a new generation of Malaysians forming daily coffee habits with CAFÉ.

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