The Nutcracker and the Mouse King:
a children's AR book
🎄The Magic of Christmas with The Nutcracker and the Mouse King
"We are in Christmas Wood, best miss," said Nutcracker.
"Ah, if I could but linger here a while," cried Marie. "Oh, it is too, too charming!"
In December, as city streets are decorated with festive lights and the New Year's Eve bustle begins in stores, we can enjoy the magical atmosphere of the holiday season, forget our worries, and are ready to be transferred to a fairy-tale world.
In 2020, Korzinka.uz, a leading retailer in Uzbekistan, focused on promoting the idea of reading books among children and popularizing family leisure. With tens of thousands of customers visiting the retail chain's stores every day, the new loyalty program aimed to attract new customers, increase brand loyalty, and grow the average purchase amount.
Explore the Magical World
The Korzinka.uz supermarket chain, in collaboration with Art Nation Loyalty, introduced a new approach to reading for modern children. Due to the declining popularity of reading as a form of leisure among children, we developed a new edition of the book — "The Nutcracker and the Mouse King", featuring the latest technology in augmented reality. This innovative feature, along with the beloved fairy tale story, allowed children to immerse themselves in a magical world with their family and friends, reigniting their passion for reading.
Interactive animation with a favorite character allowed the child to plunge into the world of fairy tales and feel like the Nutcracker or Marie, who are going to overcome the ruthless Mouse King together. To access this world, users needed to install the free WowBox AR application (available in the Play Market and App Store) on a smartphone or tablet and point the camera at special markers on the book's pages.
This interactive reading experience created new opportunities for children: they were able not only to read the story but also to engage with the characters and participate in their adventures. Adults also found this format intriguing, as it allowed them to revisit their own childhood memories.
"The Nutcracker and the Mouse King" book features a special cover and five delightful illustrations that "come to life" when a camera is pointed at them. From Marie and Fritz playing by the Christmas tree to the battles between the Nutcracker and the mice, all enhanced with high-quality graphics and classical music.
The loyalty program had an additional benefit — an audio version of the fairy tale in Uzbek language is available in the same WowBox AR app. The program, launched by the retailer on New Year's Eve, made "The Nutcracker and the Mouse King" accessible to everyone. Instead of the regular price of 119,990 UZS, it could be purchased for only 39,990 UZS.
The terms of the campaign: customers could participate by making purchases in any of the 55 supermarkets of the Korzinka.uz chain of stores or partner stores of the campaign and collecting chips. For the convenience of Korzinka.uz customers, Art Nation Loyalty developed special booklets where customers could paste the collected chips.
For example, if a customer's receipt amounted to 300,000 UZS, the customer would receive three chips for it, but by using the QR code in the loyalty program application, they could receive not only bonuses to their account, but also an additional chip. The virtual chips were credited in the Korzinka.uz mobile app and could be viewed in the "History" section. The focus was on improving the efficiency of the retailer's application.
"Everyone needs a fairy tale with a happy ending. We are delighted to have been involved in the launch of the campaign by Korzinka.uz, which brings the magic of the New Year to the people of Uzbekistan.
The goal of the New Year's campaign was to bring families together around the tradition of reading and to promote this positive and beneficial habit in our homes. We achieved this by combining a beloved story with modern technology, creating a unique book that both children and adults could enjoy. Our success in selling AR-books as part of campaigns in Ukraine gave us confidence that this project would be just as successful in a new country.", said Eduard Akhramovych, CEO and founder of Art Nation Loyalty.
And so it was!
The Nutcracker and the Mouse King quickly became the top gift for children of all ages in the Korzinka.uz store chain, spreading joy and magic throughout the holiday season.
The demand for "The Nutcracker and the Mouse King" books exceeded expectations at Korzinka.uz, with the books selling out faster than anticipated thanks to glowing reviews and family selfies shared on social media. As a result, the decision was made to stop issuing promotional booklets as of December 17, 2020, in order to give those who had already started collecting chips the opportunity to purchase the book at a reduced price. Meanwhile, users of the updated Korzinka.uz mobile application were still able to accumulate virtual chips as part of the campaign.
The books not only brought joy to children during the holiday season but also became a collection of fairy tales that can be re-read at any time of the year, immersing readers in the world of magic and miracles once again.
Following the success of "The Nutcracker and the Mouse King" campaign, two more loyalty campaigns featuring AR books were implemented in the Korzinka supermarket chain in Uzbekistan: "Alice in Wonderland" and "The Snow Queen".
The campaign lasted from December 1, 2020, to January 31, 2021.
Gift #1for children of all ages in the Korzinka.uz retail chain.
17 daysThe total edition of books sold out in 17 out of 62 days.