Slide background

Greenpeace 善食精灵

Mission

Genetically Enhanced (GE) foods are a key concern for shoppers in China. Greenpeace wanted to make users aware of which brands use GE constituents, as well as which supermarkets stock GE brands, so that shoppers can make more informed choices.

Concept

An edutaining game component was created that allows users to feed NoGeMo (闹叽猫) and gauge his reaction to everyday brands. This mini game is supported by a comprehensive directory of brands and supermarkets for easy reference. Full SNS and Game Center integration included to drive WOM and also build stickiness.

Results

The entertaining gameplay of Greenpeace Food Lovers app allows users to quickly understand what is and isn’t GE.