McDonald’s Taiwan rolls out donation wallpapers in 35 designs. Here's why

McDonald’s has teamed up with advertising agency Leo Burnett Taiwan and new media artists to create a series of donation wallpapers, providing a convenient and unique way for consumers to make online donations at any cashiers across the country. 

In Taiwan, uniform invoice (統一發票) is not just used to document payments and business transactions, but also a chance to win lottery. Every invoice people get after buying stuff represents a ticket to enter the Taiwan government’s receipt lottery, with prizes ranging from NT$200 to NT$10 million. People may either keep the paper invoice or donate it in donation boxes at stores across the country. While donated invoice is a major source of income for charities, most paper digital invice disappear amid the rise of digital payments.

To increase donations to charity, the partnership aims to create 35 designs of mobile phone wallpaper, each included a barcode. When scanned at any cashier, the invoice will be automatically donated to Ronald McDonald House Charities (RMHC). 

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.”

According to McDonald’s, RMHC has seen a 190% growth in online donation since the launch of donation wallpaper, as well as 125% rise in engagement rate. More wallpapers of different design will be rolled out throughout the year. 

MARKETING-INTERACTIVE has reached out to McDonald’s for additional information.

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