Circle K: Get What You Dream

Circle K, a convenience store company, launched in-store promotions and mobile gaming ads that offered instant prizes to increase relevance and sales among millennials and Gen Z in Vietnam.

Campaign details

Brand: Circle KAgency: DDB Tribal Vietnam

Strategy

Circle K is one of the most popular convenience store chains in Vietnam. One of their key strategic objectives was to stay relevant to urban millennials and Gen Z. But with no customer database and a hesitance to adopt the digital platform, the brand was quickly becoming disconnected with their key target group.

This set a clear goal for our campaign: create a stepping stone for the O2O (Online to Offline) commerce model, in which the online engagement will drive offline footfalls.

Furthermore, the business objectives were:

  • Collect...

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Insights Team
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