Bonaqua leverages gamification to turn green behaviour into fun experience

The Coca-Cola Company's beverage brand Bonaqua has joined forces with the green reward programme Carbon Wallet to encourage the public to embrace sustainable living by rewarding them for their daily green actions. 

This also marks the first-time exclusive partnership between bonaqua and Carbon Wallet, bringing forth a pioneering cross-platform reward system where consumers can enjoy double rewards from a single eco-friendly action.

Featuring Ivy So from local girl group COLLAR, this collaboration signifies a strong commitment from both brands to support sustainability initiatives, boost customer engagement, and champion responsible environmental practices, said Bonaqua's spokesperson. "With Bonaqua, every drop counts towards a greener future."

Also known as “Living simply, passed on by you” (生活從簡由你接力), the campaign features three major engagement phases, including a cross-platform rewards programme, a lucky draw, and the “one million bottle recycling challenge”. By combining Bonaqua’s brand values with Carbon Wallet’s gamified rewards platform, the initiative aims to inspire consumers to make small but meaningful changes toward a more sustainable lifestyle.

The spokesperson said Carbon Wallet is chosen as a partner as it is known for promoting low-carbon lifestyles through simple, gamified actions and partnerships with sustainable brands. Its unique barcode-scanning recycling function on its app and established user base make it an ideal partner to engage the public and incentivise green behaviours.

This partnership aligns closely with Bonaqua’s brand mission of promoting a “Living simply” lifestyle — advocating minimalism from product production to packaging and inspiring consumers to take simple, meaningful steps toward a more sustainable future, translating everyday actions into meaningful contributions for the environment, added the spokesperson. "Together, we are creating a pathway to a greener world, making sustainability rewarding and accessible for everyone."

While the exact financial value of the partnership is not disclosed, the scale of consumer incentives reflects a significant investment including lucky draw prizes featuring green hotel experiences, Michelin Green Star dining, and eco-themed rewards, said the spokesperson.

This substantial investment highlights the commitment of Bonaqua to make sustainable living rewarding, practical and accessible for everyone in Hong Kong.

A three-stage reward system

The first phase of the campaign focuses on the new rewards programme. From now until 6 September, users who link their Coca Cola membership COKE + and Carbon Wallet accounts can enjoy dual rewards. Purchasing Bonaqua products or engaging in green activities will earn users both Bonaqua stamps and Carbon Wallet points (CW points). COKE+ members who link their accounts can get a HK$10 7-Eleven e-coupon (for 5,000 lucky users) and 500 CW points.

As for the "Reward for a simple life" lucky draw, consumers who complete specific tasks online and collect 10 Bonaqua stamps are eligible to participate, and the lucky draw runs until 30 June. Prizes include a green-themed hotel with theme park tickets worth HK$8,500, a two-person dinner at Michelin-starred Feuille worth HK$2,833, amongst others.

To achieve the goal of recycling one million plastic bottles, participants who complete the recycling process using the Carbon Wallet app's functions will earn CW points, with additional rewards when certain recycling milestones are reached. In addition, a new recycling point has been set up at the newly opened Kai Tak Sports Park. Users can get CW points by scanning a QR code near the recycling bin and submitting the recycling record.

Targeting everyone in Hong Kong, the campaign is inclusive, aiming to inspire people from all walks of life to adopt sustainable habits and integrate simple, eco-friendly actions into their daily routines. "By offering accessible and enticing rewards for everyday behaviours — such as choosing label-free bottled water, recycling, or using low-carbon transport — the partnership aims to make sustainable living relevant, rewarding and achievable for all. Bonaqua aspires to show that everyone has a role to play in creating a greener future and that sustainability can be both rewarding and practical for all," said the spokesperson. 

The campaign adopts a multi-pronged marketing strategy specifically designed to drive real, measurable behavioural change by making sustainable living easy, rewarding and relevant to everyday life. Combining digital engagement, experiential rewards and media amplification, the campaign creates continuous touchpoints that motivate eco-conscious actions.

Key strategies include gamification, of which a three-stage reward system turns green behaviour into a fun, habit-forming experience — encouraging consistent actions such as recycling and low-carbon commuting through stamp collection, CW Points and milestone challenges, making eco-friendly habits more habit-forming and enjoyable, according to the spokesperson. 

The campaign also leverages “Cross-platform synergy” which integrates COKE+ and Carbon Wallet, enabling users to earn dual rewards. Meanwhile, it also features COLLAR's So and other leading KOLs, to inspire younger audiences to incorporate eco-friendly choices into their daily routine. Social content and influencer storytelling have also been leveraged to reinforce campaign messages and inspire action, said the spokesperson. 

To maximise the campaign’s reach and engagement across Hong Kong, the spokesperson said that the brand has implemented a comprehensive multi-platform promotional strategy, such as out-of-home activations, with high-impact placements such as 12-sheet posters on the MTR network and giant recycling bins crafted from recycled PET set up at busy locations such as Kai Tak Sports Park; media placements, which secure extensive coverage on the MTR, media banners; digital and social media; and public relations, distributing a formal press release along with a customised PR gift to expand the campaign's message and reach.

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