Tetra Pak East Africa

In June of 2022, the Lewa Safari marathon took place at Lewa, Kenia, and Tetra Pak was there to hydrate the runners with their sustainable cartons of water that had a special connected experience developed by us. The challenge was creating the first-ever water in a connected package with a QR code that offers users a completely new interactive experience. Used by runners at the Lewa safari Marathon, the environmentally sustainable packet reduced carbo footprints by removing plastics weighing 300Kg. An interesting Quiz that collects data about the player’s knowledge regarding sustainability and valuable consumer insights. “Find the routes”: a simple but useful map of the marathon routes.

The challenge was to drive awareness of the Safari Marathon, facilitate the runners with the routes, share valuable information about Lewa’s wildlife, and communicate all the advancements and actions that Tetra Pak is doing to help the sustainable production of their products in African communities.

Creating a digital experience that offered fun games as mediums to communicate the importance of recycling and sustainability actions taken by Tetra Pak to help and maintain the African ecosystem. Also, we added a live route map of the marathon to give the experience relevance and usefulness. The QR code of the connected experiences was present on the cartons of water given through the race.

The Connected Experience at the Greiner Packaging trade show booth engaged attendees through an interactive K3 game, Elvis AR filters, and quizzes, highlighting the benefits of K3 packaging. Real-time tracking provided valuable insights, with high engagement metrics (3 minutes 16 seconds per user) and nearly 1,000 game submissions from 31 countries, primarily male participants. This experience effectively conveyed Greiner’s environmental message by educating visitors on eco-friendly packaging and boosted brand awareness, creating a lasting impression and attracting attention with interactive elements and prizes.