|Title||THE 7-ELEVEN PIANO COIN DONATION BOX|
|Brand||PRESIDENT CHAIN STORE CORP.|
|Product / Service||CHAIN STORE|
|Category||D04. Installation & Environment|
|Entrant||OGILVY & MATHER Taipei, CHINESE TAIPEI|
|Idea Creation||OGILVY & MATHER Taipei, CHINESE TAIPEI|
|Giant Kung||Ogilvy & Mather, Taipiei||Executive Creative Director|
|Jennifer Hu||Ogilvy & Mather, Taipei||Chief Creative Officer|
|Martin Tsai||Ogilvy＆Ｍather,Taipei||Creative Director|
|Elma Lin||Ogilvy & Mather,Taipei||Associate Creative Director|
|Ahon Liao||Ogilvy & Mather,Taipei||Art Director|
“Piano” + “Coin Donation Box” = the “7-Eleven Piano Coin Donation Box.” With this invention, you’ll never ignore the existence of a donation box again. We retrofitted a real piano, cutting coin slots in every key, so whenever anyone dropped a coin in, the piano would make a euphonious note. Not only did it make the donation boxes highly visible, but it also enticed visitors to slide their coins in, and enjoy the process of giving. It conveyed the message that donating your change is a beautiful thing to do.
We designed the “7-Eleven Piano Coin Donation Box” by giving an abandoned piano a radical makeover. Making the piano’s exterior transparent so it resembled a donation box, we installed sensors in all 88 keys, and hand-connected 1,408 wires. Every key had a coin slot in it, transforming the act of donating your spare change into the enchanting experience of playing a piano. The Piano Coin Donation Box toured 7-Elevens around Taiwan. Consumers could play the piano right in the stores,where they shop every day. People came to 7-Elevens in droves, and some even put on their own concerts. We captured footage of a challenging 8-hand performance of the classical piece “Liebestraum” and turned it into a documentary, which went viral on the Internet, generating fervent discussion both in Taiwan and overseas, and inspiring a second upsurge in customer donations.
*In a single month, donations grew by 170%. The public no longer ignored 7- Eleven’s donation boxes, but actively went out of their way to give. * A video of a live performance by ordinary people received a million views in one day. It scored 5 million views and 100,000 shares in one week. * The campaign attracted 23 reports from both Taiwanese and international media, and reaped praise on social media in 51 countries across Europe, the Americas and Asia. * The piano traveled to Singapore, where it was featured in a live performance at a charity gala, raising US$2.3 million for the Lions Club.
People in Taiwan were simply ignoring the donation boxes in 7-Eleven stores. So we created a “Piano Coin Donation Box” – to grab the public’s eye, and pluck their heartstrings, motivating them to part with their change. We generated content highlighting the donation process, and effectively distributed it across the internet and social media, where it went viral. This encouraged more people to step forward to give, and from that point on the humble 7-Eleven coin donation box was no longer overlooked, but became the focus of attention.