New Year is a magical and fun time which is all about sharing emotions with those you love. O’Key wanted to use well-known licensed emoji characters that could boost interest in its promotion.
Boost suggested a mixed campaign – offering instant rewards and collectibles –with favourite emoji characters. For every 1,000 roubles spent, customers received free flowpacks with stickers and cards. For each 1,200 roubles, we gave an emoji bracelet. Those collecting ten stamps (one stamp for each 300 roubles spent) could exchange them for a 70% discount on emoji plush toys.
The campaign was a huge success, with the plush toys selling out very quickly. A special mobile application involving O’Key emojis, a running game, AR (augmented reality) marks and digital collection was also very popular among O’Key shoppers.
“Our ‘Create magic’ campaign around New Year’s Eve was very successful,” says Olga Surnina, Marketing Director for O’Key. “It was a unique retail campaign with an eco-friendly focus and it went especially well considering the difficulties we have all faced in the year 2020. We saw lots of interest in our creative competition. Its strong elements of DIY, with kids colouring or decorating our wooden toys, made the campaign even more special. Thanks to Boost, the supply of campaign products was delivered on time and all went smoothly.”
YEAR LONG TERM APPROACH OF MEGA ÖKO-GANG