THE 7-ELEVEN PIANO COIN DONATION BOX

TitleTHE 7-ELEVEN PIANO COIN DONATION BOX
BrandPRESIDENT CHAIN STORE CORP.
Product / ServiceCHAIN STORE
CategoryA10. Music Live Experience / Festival
EntrantOGILVY & MATHER Taipei, CHINESE TAIPEI
Idea Creation OGILVY & MATHER Taipei, CHINESE TAIPEI

Credits

Name Company Position
Giant Kung Ogilvy & Mather, Taipei Executive Creative Director
Martin Tsai Ogilvy & Mather, Taipei Creative Director
Elma Lin Ogilvy & Mather, Taipei Associate Creative Director
Ahon Liao Ogilvy & Mather, Taipei Art Director
Jennifer Hu Ogilvy & Mather, Taipei Chief Creative Officer

The Campaign

We discovered that people were not unwilling to throw their coins into donation boxes – they simply did not notice the boxes’ existence. That’s why we created the 7-Eleven Piano Coin Donation Box. “Piano” + “Coin Donation Box” = “Piano Coin Donation Box.” With this invention, people stopped ignoring the presence of the donation boxes, and started taking delight in the whole process of giving. It conveyed the message that sharing your change is a beautiful thing to do.

Creative Execution

We gave an abandoned piano a radical makeover: Attaching transparent exterior walls, so it resembled a donation box, we installed sensors in all 88 keys, and handconnected 1,408 wires. Every key had a coin slot in it, so inserting a coin made the piano play a note. From October to November 2015, we placed the “7-Eleven Piano Coin Donation Box” in 7-Eleven stores around Taiwan, bringing it into contact with consumers where they shop every day. On its tour around Taiwan, the “7-Eleven Piano Coin Donation Box” attracted tremendous attention, becoming a potent form of ambient media that drew people in droves. 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.

The “Piano Coin Donation Box”: Drop a coin into the slot, and it will play a melodious note. Some consumers had fun with this, and even put on their own impromptu concerts, while others challenged an 8-hand performance of the classical piece “Liebestraum”. The Piano Coin Donation Box attracted large crowds of people, and inspired them to see the beauty of charity and donations.

The 7-Eleven Piano Coin Donation Box not only served as ambient media capable of interacting with the public, but also generated viral content. Spread across social media, it spawned an even broader marketing campaign.

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