Yorkshire Tea want to do the right thing by planting more trees than they use in their production and packaging cycles. They were on a mission to plant a million more trees with help from the Woodland Trust, tea farmers and school children across the UK and Kenya; where their tea is grown. Our task was to extend the education to more children than those physically planting seeds and help the next generation understand the importance of trees, which meant delivering a deeper knowledge with themes such as agricultural impact, farming income and community stewardship.
Our idea was to combine AR and mobile gaming to reimagine tree planting, rather than replace it. We created Augmented Realitree, an education program built around an AR activated mobile game to motivate children (and their parents) about trees. Supported by branded content, educational activity packs, print (using recycled paper) and digital media.
Over 6,327 kids and parents played the game, with average dwell time over 3 mins – representing over 316 hours of total game play. The support content in print magazine, Tree Life, achieved the highest recall of any Guardian commercial partnership ever with 58% of parent readers recognising the campaign. 80% thought the content was inspiring and attention-grabbing and have either purchased or plan to purchase Yorkshire Tea. Dwell time on the Guardian online content reached over 4 mins, with articles shared over 36,000 times. During the campaign, Yorkshire Tea proudly planted their one millionth tree, became a fully carbon-neutral business and as an icing on the cake officially became the UK’s #1 Best-selling tea.