HONG KONG– 7-Eleven has launched a total of four Snoopy concept stores in Hong Kong and Macau to not only showcase and generate awareness of the programme itself, but also create an exciting destination for Snoopy fans to visit and enjoy.
To coincide with Snoopy’s 70th birthday, 7-Eleven chose to collaborate with PEANUTS, the iconic cartoon strip featuring Snoopy and his friends. “HAPPINESS IS….” was selected as the overarching platform for the campaign; a famous catchphrase from the PEANUTS cartoons that encourages us to appreciate the little things in life.
In their latest redemption programme, 7-Eleven partnered up with PEANUTS and Japanese lifestyle fashion brand niko to launch a series of eight colourful, stylish eco bags featuring Snoopy and the gang. To accompany the launch, 7-Eleven developed four locations to be the “Snoopy Town.”
Each store is decorated individually in a special theme to represent a particular concept under the umbrella of the HAPPINESS IS… platform – Friendship and Togetherness, Sharing, More Hellos and A Day Out. The different fit outs not only flesh out the HAPPINESS IS…concept but also give customers a compelling reason to visit each and every concept store to create and share even more happy moments.
An immersive Snoopy experience
To create a 360-degree customer experience, stores were decorated from top to bottom. Special Snoopy touches have been added throughout including the shopfront, category signage, chiller and freezer doors, walls and, in some stores, even the ceiling! The finished stores look as though they have just leapt off the pages of a PEANUTS comic; shelving has been transformed to look like Snoopy’s iconic red doghouse and a custom-made gondola end display installed featuring a jumbo Snoopy figure driving a bright yellow school bus.
Team members at the Snoopy concept stores can also join in on the fun. An exclusive Snoopy x 7-Eleven T-shirt featuring the iconic Charlie Brown chevron stripe has been designed for them to wear within the stores.
The eye-catching displays and appealing artwork put smiles on customers’ faces and also give them many opportunities to take “Instaworthy” images to share on social media with their friends and family. The user generated content is invaluable in creating buzz for the stores and far-reaching exposure of the campaign.
One of the team’s primary objectives was to strengthen the brand association between 7-Eleven and the PEANUTS franchise in a fun and engaging way. Visitors to the concept stores can see Snoopy and his friends enjoy a range of 7-Eleven SIGNATURE products including Slurpees, Sundae and 7Café coffee and Hot Shot. And if you look carefully, Snoopy can even be spotted wearing a 7-Eleven uniform himself!
After experiencing the store, customers can take Snoopy and the gang home in the form of exclusive PEANUTS merchandise! These include pet products, lunchboxes, cutlery sets and other accessories.