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The New Blue Bag: A Game Changer

Brand activation in virtual reality with global IP

In 2021 we created a virtual reality experience for Fost Plus that raises awareness around new sorting guidelines in Belgium. Fost Plus, responsible for the collection and recycling of household packaging waste in Belgium, uses this virtual reality experience to help local governments to educate citizens of all ages in a fun and effective way.

To engage and encourage people into a subject matter that usually is not perceived as fun (like sorting), using virtual reality is already a good start. Virtual reality offers a different instructional experience for both children and adults, as it can position the user as a subject, rather than an observer, in a situation. 

With a talented and experienced 3D department, we were also able to partner up with a global brand like The Smurfs to make it even more appealing, recognizable, and fun. Within a pleasant 3D environment, we deployed game elements which resulted in an accessible and fun learning opportunity for a broad audience. 

In this game, you become a Smurf that has some cleaning up to do. Collect garbage in various Smurfy environments and see how well you sort. The result is a good example of deploying gamification and virtual reality in an accessible and fun learning opportunity. 

The experience is being rolled out by Brussels-based communication agency Indiandribble in cities all over Belgium.

It is always a challenge to convey a message to a broad audience. Edutainment and gamification are useful techniques to accomplish this kind of market reach. It made a lot of sense to develop a virtual reality game that educates the player on the new sorting guidelines. And doing this in the world of the Smurfs would be the icing on the cake. We called on the knowledge and expertise of AlterEyes to guide us through this process. Their creativity and solid technical know-how resulted in an experience appreciated by young and old. AlterEyes really smurfed it!
Adriaan Lowet - Communication Manager
Fost Plus

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