When a
fairy-tail world becomes alive!
Exclusive opportunity for the consumers of ATB Market chain — a discount on the augmented reality book "Alice in Wonderland" for the collection of 10 special chips.
Children's books with augmented reality (AR) for the whole family
The first innovative AR-book about Alice's adventures became a blockbuster and achieved record sales. In 2017 the ATB retail chain included 1,000 stores in 22 regions around Ukraine. More than 3.5 million customers shop online every day. In 2017, ATB aimed to increase purchasing activity and attract new customers. Therefore, we suggested a loyalty campaign with simple mechanics, yet with an innovative product for its customers. Traditional loyalty campaigns, where customers got practical or useful goods were not cutting-edge any more. In order to gain loyalty from demanding, thirsty for impressions customers, it was necessary to reward them with nothing material, but emotions. Loyalty campaigns including books with augmented reality (AR) — was the solution of ATB for strengthening their promotional mechanics. The only thing to do in order to bring the book's characters to life was to download the free WowBox AR mobile app. This is how the universe of Lewis Carroll became alive before the eyes of the customers. The readers could immerse themselves in the magical world of Alice, take photos, shoot videos and share them on social networks. The AR-book caused a real buzz and became the main object of viral content in social networks. Customers willingly shared their experience of reading a new book on Instagram and Facebook. The pilot campaign was successful and served as a starting point to the launch of the main one, which the ATB chain revealed during New Year holidays from December 14, 2017 to January 14, 2018 in all stores. More than 4 million promotional chips were collected at the end of the campaign. As a result, the chain achieved record sales of a children's book in Ukraine and recorded a huge increase in turnover during the promotion period. The circulation of 265,000 books was sold in all 882 stores of the chain in just 10 days instead of the planned 30 days. The book became the most popular New Year's gift — 365,000 books were sold in a month. As a response to the high demand for the AR-book, the ATB chain planned a second flight of the loyalty campaign for April 2018, with the continuation of the story of Alice's adventures. Meanwhile, the number of chain stores has increased. So the new April promotion was already held in 917 stores. The initial circulation of "Alice in Wonderland" was 350,000 books. It was not enough to meet the demand, so another 3,000 books were printed. As a result of 2 promo campaigns in ATB 718,000 AR-books were sold. This is an absolute record for Ukraine. For comparison, according to the Book Chamber of Ukraine, the average circulation of one children's book in 2017-2018 was about 2.7 thousand copies. What is the secret of such immense success? There are two of them. First of all, a unique book product that corresponds to modern trends in the economy of emotions. A book with AR (augmented reality) is not just a publishing novelty, but a new format of family leisure. What’s more, and maybe even more important, this product appeared to be a new way of promoting reading among children. We received lots of thankful comments from parents on social media, as due to AR children showed their interest in books and reading in general. With the help of an application on a smartphone, your favorite characters become alive before your eyes, they move, communicate and interact. And reading a well-known book from childhood turns into interactive fun. Secondly, an unusual distribution format for the publishing industry — within the framework of a unique campaign. We create augmented reality books and applications for their activation for the whole family with cutting-edge trends in mind. A modern reader may not have to choose between a gadget and a book, because we create books with augmented reality that come to life with the help of a mobile application. We use our imagination and expertise in marketing to improve famous fairy tales and give them more possibilities than they had before. During the period from 2017 to 2022, more than 15 loyalty campaigns with AR-books were implemented in such retails chains as Korzinka (Uzbekistan) and Magnum (Kazakhstan). |
SUMMARY
During the period from 2017 to 2022, more than 15 loyalty campaigns with AR-books were implemented in such retails chains as Korzinka (Uzbekistan) and Magnum (Kazakhstan).
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718 000Sold books
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500 000Unique downloads of WowBox
ATB is the number 1 largest Ukrainian chain of grocery supermarkets both in terms of turnover as well as in the number of stores. Currently, the network has 1,316 ATB stores in 22 regions of the country.