It is nearly impossible nowadays for big retailers to move forward without genuine attention to customers, understanding of their interests and needs. Therefore, when planning any marketing activity, retailers always take into account new modern trends and strive to act in terms of prospective. 

Environmental protection becomes one of the main trends among society day by day. Each one can make a significant impact. Therefore, we need more edutainment projects that would make caring for nature one of the essential habits among children, and give them the opportunity to feel responsibility for the environment together with their parents.

According to the GFK report, more than 59% of the world's population is concerned about environmental issues. This also affects consumer habits. People are ready to support businesses that are focused on developing green initiatives. According to the latest data by Survey Monkey Audience, more than 35% of customers prefer an eco-friendly product to a cheaper one. These preferences relate to Ukrainian consumers as well.

That is why the regional leaders of Ukrainian retail united to launch the first innovative JOYKIS loyalty eco-campaign with augmented reality (AR), supporting the global trend of caring for the environment. 

The customers of 11 retail chains took part in this initiative: Fora, Tavria V, Aurora, Rukavychka, Rost, Delicat, Semya, Zerkalny, Taistra, Fine Market and Econom. 

The large-scale campaign that united key retail players promotes 6 of the 17 environmental goals and meets the aims of sustainable development and the economy for big companies, adopted by the UN General Assembly in 2000. The JOYKIS eco-campaign, targeted on 3-8 years old children and their parents, supports all those goals.

JOYKIS are invisible superheroes who take care of the cleanliness of the environment. Every child can see them in the mobile app and join the superhero team.

Anyone could become a participant of the campaign after following simple conditions: purchasing cards with JOYKIS heroes, activating the application and collecting game points. For each game with one of the JOYKIS heroes, children received a certain number of points in the form of seeds that later turned into real trees planted by 11 retail chains.

In addition to the cards, customers could purchase a collectible album to get all the heroes and funny JOYKIS masks with a sticker pack in 4 colors.

The social goal of the campaign was to teach children and their parents how to properly sort garbage. After all, sorted garbage is a resource for processing and production!

The collection of 24 JOYKIS eco-superheroes was divided into 4 teams according to the environment they lived in: forest, water, air and city. All heroes were unique, but they were united by concern for nature.

Playing with JOYKIS cards, children learned to take care of the environment, properly sort garbage and make the planet cleaner and greener.

The campaign lasted from the beginning April 2021 to the end of May 2021 in more than 1,430 stores around Ukraine.

All the retailers participating in the campaign were extremely satisfied with the results, because with its help they increased consumer loyalty, interest in their stores and at the same time implemented an important environmental project together with their target audience.

As a result, more than 1,500 trees were planted in different regions of the country, including 400 trees in areas of children's educational institutions and city parks.

After the success of the 1st season, the retailers decided to continue the eco-initiative and held the 2nd season called Joykis Grand Tour with new eco-heroes.