RHYTHM OF LOVE WALL

TitleRHYTHM OF LOVE WALL
Brand7-ELEVEN TAIWAN
Product / ServiceCSR
CategoryA01. Creative Effectiveness
EntrantADK TAIWAN Taipei City, TAIPEI
Idea Creation ADK TAIWAN Taipei City, TAIPEI
Production 23 DESIGN Taipei, TAIPEI
Production 2 PLAY DESIGN LAB Taipei, TAIPEI
Production 3 OU CHELUN FILM Taipei, TAIPEI
Production 4 WONDROUS INC. Tokyo, JAPAN
Production 5 MASUMASU Tokyo, JAPAN
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
Lisa Wang Free Copywriter
Yuzen Lin ADK TAIWAN Art Director
Shika Hsieh ADK TAIWAN Account Director
Riley Hsia ADK TAIWAN Account Executive
Eiji Muroichi Whatever Inc. Design Director
Shiny Lee Whatever Inc. Associate Creative Director
Sachie Aihara Whatever Inc. Producer
Jamie Carreiro PARTY New York Copy Writer
Sandra Boeckmann PARTY New York Account Executive
Qanta Shimizu Whatever Inc. Technical Director
Masashi Kawamura Whatever Inc. Creative Advisor
Masato Takahashi BYE BYE WORLD Clapping Hand Tech & Design Direction
Chi-Chen Yang Play Design Lab Programmer
Chiao-Chun Su 23 Design Production Director
Ben Hsu 23 Design Electronic Engineer
Yi-Hsuan Chu 23 Design Installation Production
Chi-Tsung Chen 23 Design Installation production
Yvonne Chang 23 Design Installation production
Chelun Ou Ou Chelun Film Director
Yuma Murakami MasuMasu Web Developer
Yuuki Ono WONDROUS inc. Composer

Summary

In Taiwan, many people are used to measuring the good deeds by the donation amounts. And that caused people feel embarrassed to donate the change they have in their pocket. As a result, the donation for the non-profits-group has not been significantly increased. 7-ELEVEN Taiwan has been fundraising for many charity groups for years, and wants to find an innovative way to draw peoples’ attention when they walk into the store, also through its great advantage with owning 5000 stores across Taiwan to increase consumer’s intention to donate and get more donation. With finding that convenience store is the easiest place for loose change to happen, and 7-ELEVEN stands owns the most store locations all over Taiwan. We would like to utilize this to do our bit for charity group, figuring out a simple way to turn change into donations. Then we have a finding 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. In order to show our gratitude to donators, we worked very hard to develop every pair of hands. The models of the hand are carefully designed and fabricated in order 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. In order to effectively reach our TA during the given time and engage more people in it, we choose 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, participants & media impression succeeded beyond the original expectation, 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%. And the campaign successfully broke the mental barrier of people donating loose change, and raising a record high donation for Non-for Profit groups.

Links

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