7-Eleven Taiwan: Rhythm of Love Wall

7-Eleven, the international convenience store chain, increased charitable donations in Taiwan by challenging the assumption that giving small amounts is stingy.

Campaign details

Advertiser: 7-Eleven Brand: 7-Eleven Agency: ADK Taiwan Country: Taiwan

Campaign Summary

In Taiwan, many people are used to measuring good deeds by the donation amounts. And that caused people to feel embarrassed to donate small change they have in their pocket. As a result, the donation for the non-profits-group has not been significant Findings suggests convenience stores are one of the most common places for people to have loose change, and 7-Eleven has the most store locations over Taiwan. We utilized this to do our bit for charity group, figuring out a simple way to turn change into donations. Then we set up the idea that "we believe by showing appreciation to those who contribute, encourages more good will." And develop the idea: "Every coin donated with love deserves a loving encouragement." According to the idea, we created the world's first "Rhythm of Love Wall" donation box. To show our gratitude to donors, we worked hard to develop every pair of hands. The models of the hand are carefully designed and fabricated to create a realistic and natural clapping sound without any additional sound amplification. It allows the wall to perform more than 200,000 continuous clapping. To effectively reach our target during the given time and engage more people in it, we chose various channels to implement the campaign. A series of teaser films launched before the official event to look for the best "encouraging applause", triggered people's curiosity and discussion for "Applause". Then the unprecedented donation box, "Rhythm of Love Wall" & official film released. At the same time, we started the mobile website where people can create their own clapping online. The user-generated content will be instantly transmitted back to the physical installation, then can be heard in the store. People can also make a donation online. To continue the impact of the interactive installation to the public, we organized the second event, collaborated with 12 celebrities, extending the buzz on social media again. In addition, the Rhythm of Love Wall toured around various key cities, across 70 stores in Taiwan, successfully created a donation boom in every 7-Eleven store. With only 14 days, over 86,500 people experienced the Rhythm of Love Wall. The visitors of 7-Eleven increase by 37%, numerous media reported proactively. The media impression is over 9,680,000. Overall donation raised up 200%, hitting a record-breaking high.

With their social media habits, we are looking forward this group of consumers to increase the share of voice on social media and influence more donors to come forward. A series of films to look for the best "encouraging applause" , triggered people's curiosity and discussion for "Applause" and called people to go to the 7-Eleven store to see the best applause on release date. "Rhythm of Love Wall" officially launched. An unprecedented donation box, which can directly give a burst of applause while people drop a coin. It also presents a different clapping rhythm at random each time. At the same time, with the official film released to engage many people to visit it. The Rhythm of Love wall consists of 12 pairs of realistic human hand models, 24 push/pull solenoids, a donation box with a sensor to detect coins, and Raspberry Pi to control the movements of all those hands. The models of the hands are carefully designed and fabricated in order to create a realistic and natural clapping sound without any help of electrical amplification. The material is urethane rubber which has similar flexibility as human skin. We also embedded aluminum bone into the hand model to make the hand robust. It allows the wall to perform more than 200,000 continuous clapping. In order to increase people's engagement in the campaign, a mobile website was developed which can collect more unique applause to enrich its entertainment. People can create their own clapping rhythm online and instantly transmit back to the physical installation, so the user-generated clapping can be heard in the store. And People can also make a donation online after they clapped their unique applause rhythm and shared on social media. We chose Facebook, the most popular social media in Taiwan as our targeting media, and invited social media influencers to post and spread the related posts, which aimed to target the audience and reached them precisely. We also utilized SEM to lead people visit our particular website or online video.  Social media operation: 55% Facebook, 30% KOL and 15% SEM. 12 celebrities were invited to design colorful hands, make another limited edition Rhythm of Love Wall which was going to present at the press conference to extend the online buzz. The installations toured around various 11 key cities, 70 stores around Taiwan, over 86,500 people experienced, successfully created a donation boom in every 7-Eleven store. Research for Mennonite Social Welfare Foundation The Charity you have donated to in the past year (%) 2016: 2.0 / 2017: 2.9 Most loved Charity (%) 2016 : 5.5 / 2017: 6.6. The Charity with favorable impression (%) 2016: 1.2 / 2017: 1.5 4. Numerous mainly media reported proactively and experienced the installation with the consumer together. The total earned media impression is over TWD$9,680,000. Media / PR Value (TWD). Although 7-ElevenTaiwan has been fundraising for many charity groups for years, unfortunately there's less one realize what they contributed to the society. But after the Rhythm of Love Wall launched, people started to think 7-Eleven is not only a corporate but a Social Enterprise. Some thought 7-Eleven not only brings substantial changes in life, but more change for the disadvantaged groups. People always think only one who are outstanding can win applause from others, so it always has a liking for giving applause to the minority. But after Rhythm of Love Wall launched, lots of people found receiving the encouragement is a truly happy feeling even they are appreciated by a small good deed. WHOLESOME CSR The client uses the Rhythm of Love Wall to show the company's appreciate for employees during their annual year end party. Employees were significantly encouraged and motivated to perform better at work, and also pay it forward like their employer. The walls were also brought to the stage to interact with the media while the client holds the charity event or the press conference. Rhythm of Love Wall continues to be used after launched. This is a truly useful design which satisfies both functions of "Current Goal Achievement" and "Long-term Value of Use for Brand.

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