Mavi, in collaboration with ecording, has transformed the labels of selected products into the starting point of a digital seeding process. Customers who scan the QR code on the label can choose one of the tree species planned for the project and follow the journey of the associated seed ball.
Tracking flow starting from the label
In the application, the connection between the physical product and digital participation is established through the QR code. The species selected by the user is included in the process carried out with ecording's seed balls; subsequent stages can also be tracked digitally.
According to the press release, a total of 80,000 seed balls are planned to be delivered to nature via ecoDrone. ecording describes the ecoDrone system as a method that operates with AI-supported planning, planting, and monitoring steps.
Visible process instead of sustainability claim
The communication mechanics of the work move a general environmental message to a concrete touchpoint on the product. The customer's ability to choose a tree species and track the seed ball's process takes participation beyond a one-time QR redirect.
The press release states that the application aims to support afforestation and ecosystem restoration efforts. However, no independent measurement or completed impact data regarding the environmental outcomes of the process is shared.
