7-Elections

7-elections.com.ph

THE CHALLENGE

Develope showcase 7-Eleven's Gulp category advocacy campaign for the 2010 Philippine National Elections. The campaign's local objective is the promotion of transparency and voter awareness for the Philippine National Elections. Users are treated to the satisfaction of actually supporting their chosen candidate via an automated system. In essence each customer is given the ability to GULP THEIR VOTE. The advocacy campaign, because of a limited budget, need to maximizing the vast Luzon wide only stores and competent POS system of 7-Eleven. Client's side objective was to create engagement through the initiation of communication relating to users chosen candidates.

SOLUTION

Each purchase of a 16 oz. Gulp Cup was issued a receipt. Each Gulp Sale was given 1 TX/VX code. www.7-elections.com.ph featured a Vote valuator. By entering their code, users received email confirming vote and choice. Votes could be shared on social media with the statement "User just Gulped their vote for _______". A digital graph containing all store update that was filtered down to city and date to ensure transparency. Google Maps was used in mapping out of all 7-Eleven stores. Mapped results featured a per-store result system. Users could locate their nearest store and see their local result.

RESULT

The 7-elections campaign boosted sales of the 16 oz. Gulp Cup by 51%. An overall increase of 27% was attained for all Gulp products. Engagement and communication were achieved there was a 100% increase on the 7-Eleven fanpage. Average posts on the fanpage were at 600 a week. A total of 1,335 users registered their Gulp to see if their vote was cast correctly. Users visited an average of 2.48 pages constituting that users visited all 3 feature of the micro-site. Site results were an average time spent 2:35 minutes. A total of 49,413 unique visitors, and page views at 121,810.