Receipt donation is a unique charity culture in Taiwan as it is the only country in the world where receipts can be used as lottery tickets.

McDonald's Taiwan raises funds for Ronald McDonald House Charities every year; with donation boxes set up in the restaurants that accept lottery receipts, making it its major source of charity income.

Digital payment is growing popular among Gen Z in Taiwan it can store sales receipts on the cloud. However, when receipts are increasingly out of sight and thus out of mind, how should McDonald’s make the invisible receipts visible again to Gen Z so that they continue to donate them?

Since Gen Z can't live without their phones, McDonald’s came up with an idea to make receipt donation impossible to ignore!

McDonald’s played around the insight that Gen Z members are keen to customize their mobile phone wallpapers. We created unique wallpaper designs for them to download on their phone screen – the Donation Wallpaper! which also serve as a reminder for them to donate digital receipts. Each Donation Wallpaper comes with a barcode for donation to RMHC; when scanned at the cashier, the lottery receipts donate automatically in real time!

Gen Z can't live without their phones, so McDonald’s came up with an idea to make receipt donation impossible to ignore!

We found that the page that gets the most views is their mobile phone wallpaper, so we created numerous wallpapers for them to download. Every time they wake up their phone, it’s a reminder to donate digital receipts. We can collect data as long as the digital receipts donated by Donation Wallpaper.

McDonald’s found the page that gets the most views is their mobile phone wallpaper, so we created numerous wallpapers for them to download. Every time they wake up their phone, it’s a reminder to donate digital receipts.

We collaborated with many generative artists to create stylish receipt-donating wallpapers. With the love of heart as the core element, the wallpapers even possess art collection value. And they are not only valid in McDonald's but also good with any other merchandiser. Whenever and wherever you make a purchase, you can do good deeds just by showing your phone!

The Donation Wallpaper has created for McDonald’s：

1. $ 1.5M PR Value

2. 190% online donation growth（Growth over the same period last year.）

3. 125% engagement Rate（above average about+ 18% at owned media.）

4. 50% Download Rate（The activity rate continued to increase after two weeks.）

By making a tiny change on consumer behavior, we have successfully created a "do good" culture trending among Gen Z in Taiwan. Donation at RMHC surged as a result.