THE FORCE OF LOVE

Silver Spike

Case Film

Presentation Image

TitleTHE FORCE OF LOVE
Brand7-ELEVEN TAIWAN
Product / ServiceCSR
CategoryD02. Retail Installation & Experience
EntrantADK TAIWAN Taipei City, TAIPEI
Idea Creation ADK TAIWAN Taipei City, TAIPEI
Media Placement 7-ELEVEN TAIWAN Taipei, TAIPEI
PR 7-ELEVEN TAIWAN Taipei, TAIPEI
Production STICKY MONSTER LAB Seoul, SOUTH KOREA
Production 2 23 DESIGN Taipei, TAIPEI
Production 3 PLAY DESIGN LAB Taipei, TAIPEI
Additional Company WHATEVER Taipei, TAIPEI

Credits

Name Company Position
Richard Yu ADK TAIWAN Chief Creative Officer
Kurt Lin ADK TAIWAN Deputy Executive Creative Director
Morning Yu ADK TAIWAN Associate Creative Director
Bo Lee ADK TAIWAN Copywriter
Bell Bai ADK TAIWAN Senior Art Director
Yuzen Lin ADK TAIWAN Art Director
Eiji Muroichi Whatever Inc. Design Director
Shiny Lee Whatever Inc. Associate Creative Director
Ting-Chi Wang Whatever Inc. Project Manager
Hsiang Yin Lin Whatever Inc. Project Manager
Wei-Li Lo Whatever Inc. Designer
Chao Hao Yan Whatever Inc. Animator
Qanta Shimizu Whatever Inc. Tech Advisor
Masashi Kawamura Whatever Inc. Creative Advisor
Sticky Monster Lab Sticky Monster Lab Sticky Monster Lab Character Design
Chi-Chen Yang Play Design Lab Design Director / Tech Director
Ming-Hui Lin Play Design Lab Production Manager
Chiao-Chun Su 23 Design Design Director
Chi-Tsung Chen 23 Design Installation Production
Zhi-Hong Wong 23 Design Mechanical Engineer
Ben Hsu 23 Design Electronic Engineer

Background

The speed of population aging in Taiwan has reached fastest in the world. It brings lots of social issues, like solitary elder, elderly depression, shortage of medical and dietary resources and so on. 7-ELEVEN has been concerned about the disadvantaged elders for years, and they need more donations to improve these thorny issues, but in recent years, the donation has not been significantly increased. BRIEF 7-ELEVEN is eager to provide an integrated brand-experienced plan for CSR project. Makes the young generation to realize the seriousness of the elderly solitary issues and take action to donate money as well as enhance the brand preference. OBJECTIVES Greatly increase young generation's willingness, frequency and total amount of donating money and raise their awareness and recognition to 7-ELEVEN’s long term CSR project - helping the disadvantaged elderly. Budget: USD386,520. Scale Toured around six key cities in Taiwan, seventy stores engaged the campaign in total.

Describe the creative idea (40% of vote)

According to survey, there's only 8.8% of youngsters who really cares about public policy. Most of them highly concerned about digital technology and new trend on the internet, rarely pay attention to the existing social issue. 7-ELEVEN wants to attract their attention by an unique, unprecedented and interactive device, and make the youngsters clearly be aware of want the senior social issue are through this device. We incarnated ten senior social issues as ten monsters. IDEA: Senior social issues are like monsters, we call out to the youngsters to go full hands on to beat them down! Each monster combined with the interactive donation device, engage people to rescue the elderly by their own power. Ordinary donation suddenly became extraordinary. Instead of easily putting coins in, people need to use their arms to wrestle with the monsters for donation.

Describe the execution (40% of vote)

We created ten styles of arm-wrestling machines based on the ten monsters which represent social problems in Taiwan. To create authentic and safe arm-wrestling experience, we designed a fully custom mechanism from scratch. We also created ten different designs of character’s arm model made of Fiberglass-Reinforced Plastic which is strong enough to use for long-term installation. Screen contents and the machine are seamlessly connected by the multiple sensors installed in the machines to trigger the program and you can beat the monster by winning the match and donate coins. People can use APP to receive a QR code, opening a monster map which gives direction to visit next monster stop hidden in the city. It also allow people to record and share their combat result on social media. The device also provided monster card with the information of senior social issue of each monster corresponding to that device.

List the results (20% of vote)

A BRILLIANT IMPACT ON BOTH DONATION AND MEDIA IMPRESSION VOLUME Donation significantly increased 1. Through the tour around all over Taiwan, over 86,500 people experienced the installation and the visitors of 7-ELEVEN increase by 37%. In addition, the overall donation raised up 600%, hitting a record-breaking high. 2. Participants & media impression succeeded beyond the original expectation The campaign is such successfully that gained $6,784,113 media impression and nearly 9 million earned media. Celebrities, social influencer and artists are willing to contribute their power has all joined hands, creating a huge buzz both online and offline. The number of participants on the event website also exceeded 5,000 people within three weeks as well as the user of the event APP have grown with 100 people per day. The campaign successfully brought public's attention to the senior social issues again. And 7-ELEVEN also raised their brand preference by this CSR project.