A Comforting Cup of Coffee With 7 Eleven
Sip, Savor, and Sync: JioSaavn and 7Eleven Create Harmony in Mumbai with 'Simply Good' Coffee and Melodic Bliss
January 2024
Objetive
What better way to lift your spirits than a comforting cup of coffee and the perfect melody? JioSaavn and 7Eleven collaborated to bring this delightful duo to the vibrant city of Mumbai! 7Eleven introduced their new “Simply Good” coffee range in Mumbai, and JioSaavn added the sweet touch of music to enhance the coffee experience.
Strategy
With coffee in hand and music in our ears, we brewed the perfect strategy for this campaign. Since 7Eleven is exclusive to Mumbai, our focus centered on millennials (18-34) in Mumbai through an audio-only campaign using the standard audio ad experience.
Next, we honed in on two key elements associated with the newly launched coffee: the attractively priced 89-rupee range and the richness of the coffee. To effectively convey this, we positioned the coffee as the ideal neighborhood beverage for quick breaks, commutes to work or home, or even festive occasions. To enhance the engagement, we incorporated soothing ASMR sound effects of coffee brewing—a perfect soundtrack for our listeners!
Results
Audio Spots Delivered: 1.6MM+ LTR: 92% (Higher than platform benchmark) Clicks: 12K+
