Client: 7-Eleven
Role: Digital + Motion Design
The 7-Eleven Fuel App is the world’s first ‘fuel price lock’ tool. The app enables customers to find the cheapest fuel price in their area and lock in the price for a 7 day period. It helped drivers take control - saving them not only money on fuel, but removing the hassle of driving around looking for the best fuel price. The goal was to address a real human tension around the constant fluctuation of fuel prices and redefined the way many people shop for fuel.
The creative campaign showcased the benefits of the app whilst unveiling the creative direction. Consisting of ATL creative such as TVC / OOH through to onboarding screens showed the process from how to find the best fuel price to using the Fuel App to pay in store. Across the entire campaign key visual elements from the app design were featured throughout to reenforce the USPs of the Fuel App.
Using the 7-Eleven brand design language as a foundation, the campaign focused on the use of technology and innovation to positively impact brand perceptions. The creative direction of the app whilst inherently part of the 7-Eleven eco system branched out to form its own sub-brand that has continued since. Crisp digital design was paired with subtle motion to pleasure and delight users and enhance the main function, locking in a great fuel price.
