McDonald's Taiwan creates wallpapers to drive digital donations
McDonald’s Taiwan has created a series of downloadable wallpapers that serve as reminders to prompt people to donate to the Ronald McDonald House Charities (RMHC).
The unique campaign leverages Taiwan’s Receipt Lottery, a government run initiative that awards cash prizes of up to NT$10 million to the winning receipt. Many Taiwanese regularly deposit their receipts into donation boxes such as Ronald McDonald House Charities (RMHC).
However, with the rise of digital wallets and the demise of paper receipts, this practice is disappearing and with it this significant source of income for charities.
To overcome this, Mcdonald's and its agency Leo Burnett Taiwan, commissioned artworks from up-and-coming new media artists to become part of a series of downloadable wallpapers, which will serve as digital lottery tickets.
Each of the 35 wallpapers features a barcode which, when scanned at a cashier, automatically donates the receipt to RMHC. The charity has already reported a huge spike in online donation growth.
Jin Yang, creative partner at Leo Burnett Taiwan, said: “Gen Z can’t live without their phone, and the screen they see most of all is their mobile phone wallpaper. With this in mind, we came up with an idea that makes receipt donation impossible to ignore – every time someone wakes up their phone, it’s a reminder to do good.”