7-Select Onigiri Launch

7-Eleven’s value food brand, 7-Select, has collaborated with Japan’s 7-Eleven to release a series of premium onigiri rice balls. To launch the new onigiri series, Neighbour Co. worked with So Don't Bore to produce an integrated campaign that acquires 7-Select lovers.

To promote the new Japan-imported onigiri ingredients, a Japanese single-decker bus was arranged to drive across various Hong Kong districts like Causeway Bay, Tsim Sha Tsui, Mong Kok, and Kwun Tong to distribute free onigiri and coupons to Hongkongers. The brand experience has successfully raised awareness for the launch and the campaign became the talk of the town.