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.

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.

The public is rarely care about the senior social issues, like solitary elder, elderly depression, shortage of medical and dietary resources and so on. And these issues jeopardized disadvantaged elderly’s life day after day. In order to improve the disadvantaged elderly's life, we need to make people to see these issues much clearly.

IDEA: Senior social issues are like monsters, we call out to all youngsters to go full hands on to beat them down!

We incarnated 10 senior social issues as 10 monsters and combined with the interactive donation device to ask young people to come forward. Engage people to rescue the elderly by their own power. Ordinary donation suddenly became extraordinary. Instead of easily putting coins in the donation box, people need to use both of their arms to wrestle with the monsters.

According to the survey, there're only 8.8% of the youngsters who cares about public policy. They highly concerned about new technology and trend, but rarely pay attention to existing social issue.

Thus, we decide to remind them that the power to change the society is not in anywhere, is in the hands of them.

We have a finding - based on statistics, 90% Taiwanese youngsters is a smartphone addiction and they spend more than 72,000 minutes a year on smartphones. They are busy messaging, posting on social media, playing game…

Since the young generation owns a pair of such energetic hands, let ‘s put their hands to use in a more meaningful place.

Approach

Taiwanese youngsters love to shop in 7-ELEVEN, at the same time, 7-ELEVEN stands in great advantage with owning the most store locations all over Taiwan. We utilize these two findings, plan a most effective distribution reach.

The campaign is planned with a integrated media implementation:

-Official Film

-Outdoor/billboard: monster billboard placed in the stores that are ready to welcome the challengers to visit and engage the campaign.

-Unique Monster Donation Device: we turned ten common elderly social issues into ten monsters. And creating a interactive and unique donation device which let people not only donate money but also roll up their sleeves to wrestle with the social issue monsters.

- APP: After playing with the device, people will receive a QR code which can open a monster map, give direction to people to visit other/next monster donation devices hidden in the city. People also can record and share their combat result of each donation device on social media through the app.

Scale: Toured around six key cities all over Taiwan, seventy stores engaged the campaign in total.

A BRILLIANT IMPACT ON BOTH DONATION AND MEDIA IMPRESSION VOLUME

1. Donation significantly increased

Through touring around all over Taiwan, the total donator increase by 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 media 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 the public's attention to the elderly solitary issues again. 7-ELEVEN also raised their brand preference.