To celebrate earth day, AWorld and Club Silencio organised a large-scale, action-packed event in Turin, proving that innovation and sustainability can – and should – go hand in hand: “Giornata della Terra 2024”.
With a series of targeted initiatives seeking to engage citizens and promote positive and concrete actions for the Planet, the event drew an impressive 28,000 attendees, and achieved excellent results. In addition to the thousands of people who participated in the event and enjoyed the closing concert, there were also 350 guests, speakers, artists and educators, as well as 50 companies.
An immersive experience: from the virtual realm to to real life
AWorld created a unique web experience for “Giornata della Terra”. From March 28th to April 20th, people had the chance to download their ticket to the Turin event, earn Points by completing Missions for the Planet, win VIP passes to the concert, and redeem prizes related to sustainable mobility and shopping in the dedicated store. In addition to this, the April 20th main event in Turin offered opportunities to explore different thematic areas and to complete missions via QR codes, allowing people to earn additional points.
AWorld's Missions: Act, Learn, Answer
AWorld structured the missions to maximise sustainable impact and user engagement, and divided them into three main categories:
- Act Missions: to encourage participants to explore and record concrete actions for the Planet. Each recorded action – like recycling or reducing energy consumption – would help accumulate points and promote sustainable habits.
- Learn Missions: to offer entertaining games and quizzes and raise awareness about environmental issues. Participants read thematic stories and completed quizzes that helped them better understand environmental challenges and their potential solutions.
- Learn Missions: to engage participants in surveys and calculate their Carbon Footprint, providing immediate feedback on their environmental impact.
Event Mission: An Interactive and Immersive Experience
During “Giornata della Terra 2024” in Turin, AWorld introduced the Event Mission, a special initiative designed to physically engage participants in an interactive tour through the different thematic areas offered throughout the day.
The Event Mission consisted of 10 specific missions, each corresponding to an area of the Royal Gardens of Turin, where panels and workshops were being held. In each location, there were totems with QR codes that participants could scan to complete the missions. This interactive experience made the event more dynamic and encouraged visitors to explore every corner of the event.
Ultimately, “Giornata della Terra 2024” demonstrated how a “phygital” experience can engage and mobilise thousands of people via their smartphones to take action in person, on behalf of our Planet.
