A Ukrainian case has been recognized as the best in Europe!

The WOW BOX loyalty campaign, created by Art Nation Loyalty in partnership with the ATB retail chain, won the Best European Short-Term Loyalty Initiative category at the European Loyalty Awards 2025.

The European Loyalty Awards bring together the strongest brands and agencies across Europe, with projects evaluated by the jury on creativity, innovation, and measurable business results. The awards were launched in 2025 for the first time, founded by the organizers of the International Loyalty Awards — the most renowned and prestigious global recognition in the loyalty industry. Since European entries have traditionally been the most competitive at the ILA, the organizers decided to establish a separate competition dedicated to Europe. 

WOW BOX was celebrated as a unique loyalty campaign that combined a modern gamified approach, a wide range of partner rewards, and vibrant communication that engaged millions of customers. The WOW BOX package included sweets, partner gift certificates, AR cards unlocking 24 magical mini-games in a mobile app, and a jewelry prize draw. Within just a few days, over 50% of all boxes were sold, unboxing videos on TikTok generated more than 4 million views, and the app quickly climbed to top positions in both iOS and Android charts.

The judges emphasized that WOW BOX is a striking example of professional execution in a short-term loyalty program: “The campaign perfectly combined creativity, emotional resonance, and commercial results, creating a phygital experience that engaged families across multiple touchpoints. The mix of physical boxes, augmented reality games, collectible mechanics, and time-limited incentives turned WOW BOX into a festive must-have — boosting both loyalty and engagement.”

"Our team put maximum creativity, energy, and care for customers into WOW BOX. This award is not only recognition of our efforts but also proof that Ukrainian projects can set trends at the European level," said Eduard Akhramovych, CEO and Founder of Art Nation Loyalty.

The organizers of the European Loyalty Awards stressed that this year’s winners are setting new standards for the future, since modern loyalty is no longer just about discounts or bonuses — it’s about creating emotions, community, and meaningful customer experiences.