ADVERTISING AND PUBLIC RELATION

TERM PAPER PRESENTATION ON

CASE- 7- ELEVEN’S 30- HOUR FAMINE CAMPAIGN

INTRODUCTION

• During 1992 due to droughts & civil wars in Africa it has resulted to a huge loss of life.

• 7-Eleven store outlet had also participated in the campaign to provide financial assistance through donations.

• They mainly targeted Taiwanese peoples for collecting the donations.

• During the campaign this 7- Eleven store advertised them by a theme called “Saving a life not just a Relief”.

• For this campaign they had adopted various Mass media for advertising purpose like Campus Famine Group, Subscription Donations, Games.

CREATIVE BRIEF…• DATE: 1-14-11

• BRAND: 7- ELEVEN’S

• JOB: OUTDOOR CAMPAIGN

• CAMPAIGN OBJECTIVE: The goal is to energize the gift from generalsociety. The battle intended to convince individuals of the need to give.There was little fondness indicated to individuals that they ought togive.

• TARGET GROUP: All Taiwanese were targeted for donation.

• TASK: TV commercials, out campaigns, bread boxes, famine bus,games.

• CREATIVE MANDATORY: Should make people persuade to experiencethe need of donation.

• CREATIVE DELIVERABLES: They have come up with “saving a life notjust a relief” they have shown little bit of emotion to move the peoplethat they should donate.

MEDIA BRIEFTHE MAIN OBJECTIVE:• To raise NT$80,000,000 in donation from contribution boxes located

at their 720 nation-wide stores.• To create a perception of seven eleven as “A neighbor who offers

customers the opportunity to be good”.PRESS: • Message received at home in a relaxed atmosphere they can think

and it will be good evidence to the people about the incidence in Africa.

• Newspaper will have a better shelf life can be read in a leisure and refer them whenever they required

TELEVISION:• It reached a wide range of Audience • Sight, Sound and color gave a dramatic emotional add• Achieves viewer’s empathy• Though it is high in cost message can reach to the many people

through television and it is high on credibility.

SUGGESTIONS FOR FUTURE

• TARGET AUDIENCE: We need to target the corporates and the organization should take initiation to contribute towards the relief fund by giving a day salary.

• OBJECTIVE: To raise the awareness amongst the people.

• TAG LINE: It could like “ It could be only a Rupee but it matters a lot for us ”.

• PROMOTION: We’ll go through social networking.

• PUBLIC RELATION: Conduct press meet (we’ll give A/C No. & Address.)

• CREATIVE MANDATORY.