JOYKIS x CARREFOUR
Today business needs ‘green’ campaigns with focus on sustainability and initiatives that lead to future improvements as never before. The Joykis: Little Habits — Big Impact campaign, launched by the supermarket chain Carrefour Georgia in a partnership with Art Nation Loyalty, became the first loyalty campaign for children in Georgia with sustainability in mind.
This ecological family-focused initiative stands for teaching the basics of environmental behavior through play. Therefore, it was chosen by parents who wanted to give their children smart entertainment. In 73 Carrefour supermarkets in Georgia the customers were able to purchase one-of-a-kind eco-friendly game cards with Joykis, 24 cute eco heroes, who care about the culture of consumption and rational management of resources. Each character teaches one simple eco tip – an everyday habit, easy to learn and practice with family.
For this ecological family-focused initiative and its edutainment format we tailored a comprehensive promo campaign consisting of such essential touchpoints like a mobile application-game, a story book about Joykis adventures, a complex of POS materials, an entertaining localized landing page, bright advertising video and a series of Joykis branded products.
All the above-mentioned Joykis-branded products are made with eco-friendly components and fully recyclable packaging.
Every action has an impact, whether it’s big or small. But small actions make up our habits and this is where big changes start from. Teaching kids to form such essential habits from a very young age will make a huge impact.
Let’s start doing that today!
JOYKIS: Little Habits – Big Impact
Every action has an impact, whether it’s big or small. But to make a difference, there is no need to give a speech at the United Nations or win a Nobel Prize. The truth is that big changes start from small actions, and starting an initiative in your family, school or in your neighborhood is as meaningful as talking to global leaders.
Nowadays the topic of environmental education and the implementation of sustainable development values has a high priority among modern society. Conscious businesses make their impact too by supporting environmental campaigns with focus on sustainability and starting initiatives that lead to future improvements.
One of the good examples of such a kind is the gamified eco campaign "JOYKIS: Little Habits — Big Impact" for children in Georgia, launched by the supermarket chain Carrefour Georgia and developed by Art Nation Loyalty.
Targeted on kids of 3-10 y.o. and their parents Joykis loyalty campaign is directly related to Carrefour goals of raising awareness of environmental issues among the younger generation and reflects its desire to operate in an environmentally and socially responsible manner.
This ecological family-focused initiative conveys to children the idea of caring for the environment, the culture of consumption and the skills of behavior oriented towards a healthy lifestyle, rational management of resources, and prevention of climate change. Therefore, it was chosen by parents who wanted to give their children smart entertainment.
So who are the Joykis? These are 24 cute eco heroes depicted on collectible cards, who care about the environment and cleanliness. Each card with the eco hero teaches one simple eco tip – an everyday habit, easy to learn and practice with family. So kids could follow them and prove on their own example that future positive changes depend on daily deeds.
The “Joykis: Little Habits – Big Impact” campaign started on November, 4, 2022. During 8 weeks in 73 Carrefour supermarkets in Georgia the customers were able to purchase one-of-a-kind eco-friendly game cards that teach children to care for the environment through play. For each 5 lari spent in Carrefour supermarkets in Georgia the customers got 1 Joykis card. Extra cards were also given for purchase of the partner’s products.
What’s more, a QR-code on each Joykis card activated the characters in a free game application Joykis: Grand Tour. While competing in the racing and collecting garbage to fuel the vehicles, kids learnt about wastes as resources and the possibility to recycle.
To collect the cards and, therefore, the own team of Joykis, one needed to make purchases in the supermarkets of the Carrefour chain.
For this ecological family-focused initiative we tailored a comprehensive promo campaign consisting of the following essential touchpoints:
- The enhanced edutainment components within Joykis multichanneling, which stand for teaching the basics of environmental behavior in a playful way. For instance, a mobile application-game natively forms an attitude towards waste as a resource, not garbage. Or a story book about Joykis adventures, which reveals the values of sustainable development without moralizing, but more with the help of funny gamified stories.
- The complex of POS materials including in store branding like posters, promo stands, price tags, stickers at the cash register, dividers, wobblers, growth figures or shelf talkers.
- Entertaining localized project landing page revealing more information about the campaign.⠀
Bright advertising video for social networks.
- A series of Joykis-branded products including a collection of game cards, cups and a storing set consisting of a metal box for the cards, 10 random cards, a set of stickers and a magical sprouting card made of seed paper. This special card can be planted in a pot of soil, watered and then grown on the windowsill.
Following the idea of ‘pray what you preach’, it is essential to indicate that all the above-mentioned Joykis-branded products we produced of eco-friendly components and they have fully recyclable packaging.
Today business needs “green” campaigns as never before. The Joykis: Little Habits — Big Impact initiative in Georgia became the first loyalty campaign with sustainability in mind. Its edutainment format supports the environmental "Sustainable Development Goals" adopted by the UN General Assembly in 2000 and is in power to enhance big changes first locally and eventually in the world.
Small actions make up our habits, and every thought counts for our attitude towards life. Teaching kids to form such essential habits from a very young age will make a huge impact.
Let’s start doing that today!
The Joykis: Little Habits — Big Impact initiative in Georgia became the first loyalty campaign with sustainability in mind.
The campaign lasted from November 11, 2022, to December 13, 2022.
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1stThe first sustainable loyalty program in Georgia