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 wants to find a way to break the mental barriers for people in donating coin, and through its great advantage with owning 5000 stores across Taiwan to raise the consumer’s willingness to donate and get more donation.

Objectives: Making people feel that donating for helping people is a happy thing, and raise more funds for the charity group.

The traditional donation box is always presented as a box, it can’t make the sound and interact with the consumer neither.

However, we found even if only donating a coin, by showing appreciation to those who contribute, encourages more good will.

Idea:Every coin donated with love deserves a loving encouragement.

So we created Rhythm of Love Wall donation box, directly transformed the donation box into an innovate outdoor media. When people drop a coin, they will receive a round of applause which like real human did. People can also create their own applause on the mobile website, and transmit back to the installation immediately, makes every donating with fun surprise.

In addition, 7-ELEVEN stands in great advantage with owning over 5000 stores across Taiwan, successfully makes Rhythm of Love Wall reach everyone and created a huge buzz all over Taiwan while it just launched.

In order to show our gratitude to donor, we worked very hard to develop every pair of hands, and over 200 thousand times tests to produce authentic clapping sound and motion without any extra sound effect.

We developed into the below implementation:

-Teaser films: A series of film to look for the best "encouraging applause" ,triggered people’s curiosity and discussion for “Applause”.

-Official films & Installation: ”Rhythm of Love Wall” officially launched. An unprecedented donation box engaged many people to visit it.

-Official Mobile Website: People can create their own clapping rhythm online and instantly transmit back to the physical installation. So the user-generated clapping can be heard in the store. People can also make a donation online.

-Collaboration with celebrities: We invited 12 celebrities to design colorful hands, extending the online buzz.

-Touring around Taiwan: total 11 key cities, 70 stores around Taiwan, it successfully created a donation boom.