Batterijakten
View the case- Brand
- Swedish Battery Recycling Initiative
- Year
- 2014
- Objective
- Awareness
- Industry
- Other
- Mechanic
- Adventure & Quest
- Platform
- App
- Agency
- Isbit Games
Objective
Sweden was recycling only 65% of household batteries against a national target of 75% by 2016, and VARTA and Clas Ohlson wanted to build the habit early — through schools and the kids who bring batteries home — while their in-store drop-off and weigh-in points pulled those same families into Clas Ohlson's shops. A game was the way to explain the point of recycling to children on its own terms, outside the classroom.
Solution
The player picks a character, Elias or Elin, and lands in a town where every battery has vanished: a villainous mercury battery has convinced them recycling is a horror to flee. Exploring the streets, the player tracks down batteries in hiding, talks to them, and gets quizzed on battery types and what actually happens to a battery after it's handed in — answering correctly is what moves the story forward. Get enough answers right and the runaway batteries are won over, returning to where they belong and closing out the town's story.
Results
The game passed 100,000 downloads in Sweden.
- 1
The player picks a hero to play as, Elias or Elin, before entering the city.
- 2
An intro explains the premise: every battery has vanished from the city because a villainous mercury battery convinced them recycling is terrible, and they've all run off in fear.
- 3
The core loop is exploration and search: the player moves through city locations looking for batteries hiding in the environment.
- 4
On finding a battery, the player talks it into returning by arguing that recycling is actually good, then puts it back where it belongs.
- 5
Along the way, the game quizzes the player on battery types and recycling facts, folding the educational content into the same search-and-convince loop.
- 6
The campaign extends past the app: after playing, classes collect real batteries, weigh them in at a Clas Ohlson store, and log the total on batterijakten.se to compete against other classes nationally.
