In Taiwan, receipts aren’t just receipts. They also double as lottery tickets in a government run lottery. With prizes ranging from NT$200 to NT$10 million, people either keep the receipt or donate it to charities in donation boxes at stores across the country.

For Ronald McDonald House Charities, these receipt lottery ticket donations are their main source of income.

But because of rising digital payments, especially among Gen Z, these digital receipts are being stored on the cloud, and therefore increasingly out of sight and out of mind - and not being donated anymore.

So our objective was to enable Gen Z to donate their receipts to Ronald McDonald house digitally, and make the receipts visible and top of mind in a digital world to increase repeat donations to RMHC.

The idea was Donation Wallpaper - the easiest way to donate your receipts in a digital world.

These wallpapers each had a barcode that could be scanned whenever they make a purchase to have the receipt lottery ticket automatically donated to Ronald McDonald House.

This came from the insight that Gen Z can't live without their phones, and the page that gets the most views on our mobile phones is actually our wallpapers.

Which is why Gen Z love to customize their mobile phone wallpapers to reflect their personality.

So we designed unique and sought after mobile wallpaper designs that could be easily downloaded onto their phone screen – which served as a reminder for them to donate digital receipts to RMHC as well as giving them a mechanism to do so.

Our target market, Gen Z are an audience who frequently donate to charity, but also always use their phones to pay for things.

So although happy to give their receipt lottery tickets to charity, due to the rise of digital payments, their receipts are out of sight, out of mind, and therefore not donated.

The main insight that led to the work was that we look at our mobile phone’s wallpaper more than any other page, as we see it every time we turn on or wake up our phone.

This idea is relevant to this platform because we innovated a way for people to donate their digital receipts to charity not only through their mobile phone, but through their mobile phone’s wallpaper - The Donation Wallpaper. By collaborating with artists to come up with the wallpaper designs this led to more downloads and more receipts donated.

The execution was Donation Wallpaper - a new, innovative way to donate receipt lottery tickets in a mobile world.

We invented a whole new mechanism for people to donate their receipt lottery tickets by creating mobile phone wallpapers that people could download and use to donate their receipts digitally to RMHC.

Each donation wallpaper had a barcode on it, when scanned at any cashier, automatically donated the receipt to Ronald McDonald House.

We collaborated with new media artists and designers to create 35 unique digital wallpaper designs as we knew Gen X love to customise their wallpaper.

We promoted the wallpapers on McDonald’s social channels and collaborated with influencers and popular online magazines to drive people to the website to download their favourite design.

Every time they wake up their phone, it became a reminder to donate digital receipts to RMHC.

During this we transformed a country’s entire donation system.

The Donation Wallpaper has created for McDonald’s：

1. $ 1.5M PR Value

2. 190% online donation growth（Growth over the same period last year.）

3. 125% engagement Rate（above average about+ 18% at owned media.）

4. 50% Download Rate（The activity rate continued to increase after two weeks.）

By making a tiny change on consumer behavior, we have successfully created a "do good" culture trending among Gen Z in Taiwan. Donation at RMHC surged as a result.