Greece has a problem with public services. Satisfaction sits below the OECD average, with citizens frustrated by slow, outdated systems that waste their time. The Greek government knew they needed to modernise, so they introduced mAIgov – an AI chatbot designed to revolutionise how people interact with public services. The challenge? Getting people to actually use it.

We needed to show them that mAIgov wasn’t just another digital gimmick. It was a real solution to their biggest complaint: wasted time. And time, today, matters more than ever. 64% of people now consider having time to invest in what they love as the ultimate luxury – more valuable than money itself. So mAIgov’s core benefit: giving people their time back.

But how do you make saved time feel tangible? How do you turn abstract minutes into something people can see, feel, and share?

We created GovFit Runs - a campaign that turns “bureaucratic marathons” into real running. Here’s how it works: every time someone uses mAIgov, the chatbot tracks exactly how much time they saved compared to traditional methods. Then, using generative AI, we convert those saved minutes into personalised running routes – matched precisely to the time they didn’t waste standing in line.

Saved 18 minutes renewing your ID? Here’s an 18-minute run through your neighborhood. Saved 32 minutes scheduling a doctor’s appointment? Here’s a scenic 32-minute route.

Why running? Because Greeks love it. More than 1 in 4 Greeks now run regularly; running has exploded post-pandemic, becoming one of the most popular ways people invest in themselves.

And because runners love sharing their achievements – their routes, their pace, their milestones – we built the campaign for social amplification. Earned badges for running milestones. Progress tracking. Shareable stats that show exactly how much time mAIgov gave back. Every post becomes organic proof that this chatbot actually gives you your life back.