Near Bees is a company that works with regional beekeepers and sells their honey via its own online shop. So the honey literally comes from your own neighbourhood.
The best thing about honey bread is, of course, the family you can share it with. That’s why we developed the concept of a board game that allows young and old to come together and test and expand their knowledge of bees. In this way, the whole family learns to really appreciate regional honey. Because in addition to the pure sales purpose, Nearbees also pursues sustainable goals and the more you know about bees, the more you appreciate and protect them!
‘WHAT? WE EAT BEE SPIT?’ – fun facts and bold game tactics make users forget that it’s a promotional gift and the brand penetrates even the most private rooms.
Boardame (Conzept & design):
Campaign:
Hope Sikuade, Lisa Landl, Lukas Stache
Lukas Stache
Brettspiel:
Kampagne:
Hope Sikuade, Lisa Landl, Lukas Stache
Lukas Stache
– Collect nectar (in the form of small stones)
– Get into the beehive
– Be the first
– Approx. 90 min
– Can be played several times
A board game alone is not enough – after all, someone has to play it. That’s why I designed a 360-degree awareness campaign to accompany the board game ‘Bee Clever’ under the slogan ‘Honey from next door’ (Orig. Honig von nebenan). In line with the game, the focus is on the proximity of honey and is communicated in different ways depending on the medium. The tone of voice is funny and approachable in order to generate the desired closeness to the recipient. This effect is underpinned by comic-like elements in the design.
From OOH to social media, everything is included. The board game is to be understood as a separate component of the campaign’s media mix.
Where can you really meet everyone? At the weekly shop! As a kind of guerrilla marketing tactic, stands are placed in the entrances of supermarkets. Customers can win the board game if they answer five questions about bees correctly. This allows the brand to penetrate personal space and gain visibility.
Short videos are created from the quiz rounds in the supermarket (with the customers’ consent), which are published on TikTok in particular.
Human, honest and not scripted – these videos are intended to personalize the brand.
As part of a meta-campaign, short, animated creatives are produced which are played out locally and humorously thematize the proximity of honey.
As part of a meta-campaign, short, animated creatives are produced which are played out locally and humorously thematize the proximity of honey.
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