BACKGROUND: Physical inactivity is widespread at universities. To promote physical activity among students, it is important to understand their needs. Behavioral and cultural insights (BCIs) help to identify barriers to physical activity and to develop appropriate interventions. The aim of "Smart Moving" was to use BCIs to implement measures to promote physical activity in two universities. METHOD: "Smart Moving" was carried out at the universities of Bayreuth and Regensburg between 2018 and 2021. The project was implemented in four steps: (1) the target behavior was defined as students being physically active on campus; (2) knowledge about physical activity behavior was gained using a standardized survey of students, photo voice, and expert interviews; (3) a planning group at each university developed and implemented measures to promote physical activity; and (4) acceptance and short-term effects of selected measures were evaluated in short surveys. RESULTS: University students spent an average of 34 h per week sitting during their stay on campus. Factors influencing physical activity were assigned to the following categories: capability (cognitive/physical ability), opportunity (physical/social environment), and motivation. These included, for example, a lack of knowledge about access, poor accessibility of exercise opportunities, the prevailing norm that learning involves sitting, and shame when exercising in front of others. Various approaches to promote physical activity were developed: movement breaks in lectures, activating desk furniture with sitting/standing options, movement instructions in the outdoor area, and motivational interventions for exercise. The measures were well received by students. DISCUSSION: The BCI data helped implement needs-based physical activity promotion at universities. Further studies are needed to investigate the long-term effects on physical activity behavior.