The Force of Love, 7-Eleven’s annual charity donations project, seeks to raise funds to help disadvantaged elders through 10 kinds of monster-themed arm-wrestling donation machine. The design of the monsters drew the motif from 10 major social problems faced by the elderly—poverty, isolation, malnutrition, etc. People are invited to interact with the monster, learn the social problem, and donate spare change through an arm-wrestling match with the monsters. The difficulty level varies from each monster leveraging the severity level of the social problems. The more urgent the problem is, the harder to defeat the monster. Thus, people are not simply donating their money, but meanwhile, perceiving how heavy social problems are in a tangible and intriguing way.

After each arm-wrestling match, people can access the campaign website by scanning the QR code on the machine screen or the reward card. The website, with an interactive map embedded, can track which monsters the user has defeated and lead the user to visit other participating stores to wrestle with the rest of the monsters. The website also allows users to share their progress on SNS. Therefore, the campaign creates a seamless online/offline experience. These donation machines were placed at participating 7-Eleven stores across Taiwan from December 2018 to January 2019. It successfully brought the public's attention to the senior social issues and encouraged people to donate again and again. It has been selected as one of the "Top 10 Best Marketing Campaigns of 2019 in Taiwan" by Brain Magazine.

CLIENT

7-Eleven

AGENCY

ADK Taiwan / Whatever

TYPE

Installation / Digital