Ogilvy & Mather Taipei won the City Café account two years ago. The work is different from its previous campaigns which were mostly product-driven, with the new campaign looking more like a laid-back Taiwanese movie.
City Café under 7-Eleven has over 4,000 branches in Taiwan. Jessie Wang, business director of Ogilvy, says customers can relax and enjoy the coffee at its City Café corner literally anywhere in the city.
Taiwanese actress Kwai Lun-Mei was chosen to be the brand ambassador for City Café, as she often portrays relaxed yet stylish city girl roles in her movies.
In the 60-second TV spot, Lun-Mei is driving around in a mini van full of balloons. handing out balloons to others along the way. The last scene features her enjoying the sunny summer weather and an iced coffee.
The campaign was launched this weekend and is running for one month in Taiwan.
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