Using digital collectibles to reduce waste
Starbucks Asia
Overview
NEXT Sprints helped Starbucks Asia to drive sustainable consumer behaviours across 1800 Korean stores, reaching new horizons in artist co-creation and digital collectibles.
The Provocation
What if we used emerging technologies such as NFTs to connect local artists with their communities? And used digital collectibles to encourage the uptake of reusable coffee cups in the process?
The Process
Over six weeks, we conducted three remote NEXT sprints with five APAC agencies and client participation. The process included business design, customer research, ideation, prototyping, and testing. We developed and tested 12 experience concepts, plus 60 high-level ideas, focusing on NFT collectibles, AR art, and metaverse gaming to promote sustainability.
The Results
60
High-level experience concepts created
600k
Single-use cups diverted from landfill in 2 weeks
49%
Reusable cup usage increase amongst customers
