7-eleven: DM

Credits & Description:

Company Entering : Adk Taiwan, Taipei
Title : Rhythm Of Love Wall
Brand : 7-eleven Taiwan Csr
Advertiser : 7-eleven Taiwan
Agency : Adk Taiwan, Taipei
Chief Creative Officer : Richard Yu
Creative Director : Kurt Lin
Copywriter : Jean Shih/maya Yang/lisa Wang
Art Director : Richard Yu/Kurt Lin/Yuzen Lin
Website Director : Masumasu
Director : Chelun Ou
Special Effects Company : Bye Bye World
Sound Production Company : Wondrous Inc., Tokyo
Short Synopsis:
PARTY New York and ADK Taiwan created a Robotic Clapping Wall for 7-Eleven Taiwan’s CSR campaign “Rhythm of Love”. The Robotic Clapping Wall is made of 12 pairs of mechanical hands and a donation box. Every time someone donates money into the donation box, the wall will react and start to clap, thus giving you an applause for your contribution.
The wall performs different clapping rhythms every time including user-generated ones. I designed a campaign website, which allows visitors to create and share their own clapping rhythm. These walls were exhibited at 7-Eleven stores across major cities in Taiwan for 2 months.

The brief :
7-eleven has been fundraising for charity in taiwan, hoping to find different ways to increase people’s willingness to donate in order to receive more money.
The strategy :
People who donate money in convenience stores are usually office workers. However, we think everyone in spit of age would like to hear clapping and receive encouragement because clapping usually meant recognition and reward. “applause” is a mutual language around the wolrd. Therefore, we put forward a idea that every coin donated with love deserves a big hand. We directly connected good deeds with applause and utilized desirable applause which people have been longing for since they were kids, to successfully create
A boom that donation receives encouragement.
The execution/the execution & craft :
The “rhythm of love wall”, toured around taiwan within
2 months. While donating money, instant achievement and joy
Of encouragement created a donation boom in 7-eleven. Futhermore, a official website allowing people to create their own clapping, and immediately transmit back into the stores. Every time people insert a coin, they would receive different clapping. The online and offline connection attracted more people to join this event. In addition, we launched 2nd event
– by 12 designed hands of 12 celebrities, we encouraged more and more people to deliver their love.
The result :
Within only 14 days, more than 10,000 customers came to visit “rhythm of love wall”. It increased visitors by 30%, attracted over 30 media reports and created more than nt$ 6,100,000 media impressions. The overall funds rised 2 times, hitting a record-breaking high.