Sustainable apps are usually aimed at a target group that is already living consciously. But to really make a difference, you have to reach people who don’t give a damn about others. And what better motivator could there be than the epitome of greed and selfishness: money.
Only 11 % of the population walk most of the time, even though, according to the German Federal Environment Agency, 40% of nitrogen oxide emissions are caused by traffic. Frequent walking would therefore have a significant impact on air quality. But why should I walk? The car is so much more convenient and I can get to my destination much faster. After all, time is money.
The solution: Flouzgänger! The app changes users’ behaviour without any great effort or finger-wagging.
They simply start recording their steps and distance travelled when they start using the app. They can then either walk a predefined route and let the app navigate them, or put their smartphone away and walk their route according to their own preferences. During this time, the parameters distance, duration and calories burned are measured. When the route recording is completed, they receive a number of points corresponding to the distance. Depending on their score, they are assigned to one of six levels and can then use the discount code generated for them to receive a discount on selected products from partner companies. Users are credited with 100 points per kilometre. According to the graphic, after three kilometres they receive a discount code for a 5 % discount. After this stage, the points required per stage are doubled. This ensures that the final stages can only be reached through high performance. In addition, the points balance is zeroed after 14 days. This encourages users to keep their performance up.
Who wins? In the end, the environment, of course! But along the way, partner companies such as Nike, Puma and many others gain a loyal customer base and a clean image.
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nearBees connects people with regional beekeepers and sells honey from their own neighbourhood. To bring this idea into people’s homes, we developed bee Clever, a board game concept that turns bee knowledge, local honey and family time into a playful brand experience. Built around a set of friendly bee illustrations, the game makes learning about bees feel light, funny and approachable.
The concept was extended into a 360-degree awareness campaign under the line “Honey from next door”, combining OOH, social media, supermarket activations and local digital ads.
nearBees is all about proximity: honey from local beekeepers, delivered from your own neighbourhood. The board game translates this idea into a format that can enter one of the most personal spaces of all: the family table.
Instead of being just another promotional gift, bee Clever gives people a reason to spend time with the brand. Fun facts, quiz moments and playful tactics help families learn more about bees, regional honey and why both are worth protecting.
– Collect nectar (in the form of small stones)
– Get into the beehive
– Be the first
– Approx. 90 min
– Can be played several times
The visual world of the game is built around a cast of friendly bee characters. Their soft shapes, warm expressions and playful details make the topic of bees feel approachable, while giving the game a distinctive and memorable look.
For the campaign, the illustration style becomes more graphic and is combined with real photography. This creates a bridge between the playful world of the game and the real everyday places where people encounter honey, from breakfast tables to supermarket entrances.
A board game alone is not enough if nobody knows it exists. That is why bee Clever was designed as part of a wider awareness campaign under the line “Honey from next door”. The campaign focuses on the idea of proximity and translates it differently across each channel. OOH brings the line into public space, local social ads create playful moments around neighbourhood honey, and supermarket activations meet people exactly where they already think about food. The tone is funny, approachable and slightly cheeky, supported by comic-like elements, bold typography and the bee illustrations.
bee Clever turns nearBees’ sustainable mission into a playful brand experience that can live beyond advertising. The game brings the brand into the home, while the campaign creates visibility in public space, social media and at the point of purchase. Together, game and campaign make regional honey feel closer, more emotional and easier to talk about.
