Why is this work relevant for Media?

7-ELEVEN has always placed a donation box in the stores. However, traditional donation box barely expresses the seriousness of social problems. People hardly realize how bad the problems are so that without action. Thus, 7-ELEVEN CSR decided to create an experienced medium to let people actually realize the seriousness of the problems. We incarnated elderly social issues as monsters, combining with interactive donation device. Instead of putting coins in the donation box, people need beat the monsters by their own power to donate. It successfully attracted people to engage, greatly increasing donation and pay more attention to senior social issue.

Background

SITUATION The speed of population aging in Taiwan has reached fastest in the world. At the same time, it brings lots of social issue, 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 in recent years. BRIEF 7-ELEVEN is eager to provide a integrated brand-experienced plan for their CSR project. Through a interactive experience of the special donation box device 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 disadvantaged elderly.

Describe the creative idea/insights (30% of vote)

To improve the disadvantaged elderly's life, we need to make people to see much clearly what the senior social issues are. We incarnated 10 senior social issues as 10 monsters. IDEA: Senior social issues are like monsters, we call out to all 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. We placed ten donation devices hidden in ten different 7-ELEVEN store within one city, people can follow the direction to find and beat them. Official event site allows the donator to record and share their combat result of each donation device on social media. The desire of challenge and collection, dramatically raised young generation 's donation frequency.

Describe the strategy (20% of vote)

According to the survey, there's only 8.8% of the youngsters who really cares about the public policy. Most of them highly concerned about digital technology and new trend on the internet, rarely pay attention to the existing social issue. So we want to attract their attention by an unique, unprecedented and interactive device, and make the youngsters be aware of the senior social issue through this device. Also, Taiwanese youngsters love to shop in 7-ELEVEN, and 7-ELEVEN stands in great advantage with owning the most store locations all over Taiwan. We utilize these two findings, plan to place the donation device in the stores to create the most effectively reach.

Describe the execution (20% of vote)

The campaign is planned with a integrated media implementation: -Official Film -Billboard: monster shaped billboard placed in the entrance of stores to welcome the challengers to visit and engage the campaign. -Unique Monster Donation Device: a unique interactive donation device combining with the monster. Let people not only donate money but also roll up their sleeves to wrestle with the social issue monsters. - Monster Card Collection: the device will provide a card with the information and situation of the senior social issue of each monster. - APP: After donating, people will receive a QR code which can open a monster map, give direction to visit next monster devices hidden in the city. People also can record and share their combat result of each donation device on social media through app. Scale: Toured around six key cities all over Taiwan, seventy stores engaged the campaign in total.

List the results (30% 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.