Title | WEDDING CHAPEL |
Brand | 7-ELEVEN SWEDEN |
Product/Service | LOCAL STORE |
Category |
A06. EVENTS & EXPERIENTIAL (INCL. STUNTS) |
PR Agency
|
WENDERFALCK Stockholm, SWEDEN
|
Entrant Company
|
WENDERFALCK Stockholm, SWEDEN
|
Credits
Jens Johnsson |
Wenderfalck |
Designer |
Isabella Rönnmark |
Wenderfalck |
Project Manager |
Linn Jacobsson |
Wenderfalck |
Creative Director |
The Campaign
In connection with 7-eleven’s main sponsorship of Stockholm Pride 2014, we wanted to raise awareness in a fun but serious way, for HBTQ-questions and for everyone’s right to love. The activity’s challenge and aim was to bring 7-eleven a step closer to become Sweden’s most liked/popular local store - a store that is open for everyone. The solution was the Wedding Chapel - to turn a regular 7-eleven store into a wedding chapel, where all visitors could celebrate their love through a wedding or a similar love ceremony. The grand finale of the event was when imam Ludovic Mohamed Zahed performed the world's first blessing of two lesbian muslim women publicly.
7-eleven Wedding Chapel was a very successful project with fantastic results within the media breakthrough, media reach (35 522 246 individuals) and a pr-value (12 658 697 SEK). During Pride week 2014 the net profit have risen with 14,9% in the Stockholm stores, this comparing to last year’s sales during the same week. The net turnover was 14,8% higher than during the same week last year. Stockholm’s stores had a whole 12,1% more store visitors comparing to the Pride week 2013.
The Brief
The activity’s goal was to bring 7-eleven a step closer to become Sweden’s most liked/popular local store - a store that is open for everyone. An additional aim was to get the consumer to become inspired and engaged during the Pride week. We wanted to achieve this through a presence in the media and by creating inspiring and engaging happenings for the general public during the week, all in connection to the chapel.
Results
7-eleven Wedding Chapel was a very successful project with fantastic results within the media breakthrough, media reach (35 522 246 individuals) and a pr-value (12 658 697 SEK). The event attracted media from Sweden, Germany and China.
During Pride week 2014 the net profit have risen with 14,9% in the Stockholm stores, this comparing to last year’s sales during the same week. The net turnover was 14,8% higher than during the same week last year. Stockholm’s stores had a whole 12,1% more store visitors comparing to the Pride week 2013.
The majority of the visitors in the chapel and the general public appreciated the unique approach and thought the initiative was admirable and ground breaking. The interest to marry in the chapel was also big - in total 11 couples married, a muslim couple was blessed and 39 couples chose one of the many different love ceremonies.
Execution
The solution was the Wedding Chapel - a wedding chapel where all visitors could celebrate their love through a wedding or a similar love ceremony. The 7-eleven store at Humlegårdsgatan 11 in Stockholm received a new make-over during the week and several wedding officiants were invited to the event - Mona Sahlin among others, the homosexual imam Ludovic Mohamed Zahed from South Africa, Ann-Christine Roxberg - the male priest who became a woman, along with Lars Gårdfeldt - gay activist and priest.
Before the pride week 7-eleven and Stockholm Pride spread movies with wedding officiants who motivated people who were thirsty for love to register for a wedding on the project’s campaign site weddingchapel.se. The grand finale of the event was when imam Ludovic Mohamed Zahed performed the world's first blessing of two lesbian muslim women publicly. This created a huge interests from both public and media, swedish and international.
The Situation
In connection with 7-eleven’s main sponsorship of Stockholm Pride 2014, we wanted to raise awareness in a fun but serious way, for HBTQ-questions and for everyone’s right to love. Especially in times where hate and fear are spread in the world, it could be seen as rather controversial to arrange an event like this.
The Strategy
The strategy was to create a physical wedding chapel where people openly could get married and showcase their love. This would create a perfect setting for people to create a lot of content, i.e. photos and videos, to spread in social media. Also, the imam Ludovic Mohamed Zahed presence itself would create attention and engagement from the public.