About Azbuka Vkusa — AR cups

Azbuka Vkusa is a premium grocery retailer in Russia — a ‘shop around the corner’ placed in the more presentable districts of large cities. For the New Year season, Wave built an augmented-reality activation on the brand’s takeaway coffee cups, meant to drive engagement over the holidays and tie the New Year feeling to Azbuka Vkusa. When a customer pointed a phone at a cup, AR effects bloomed around it: a personal New Year message — randomized, so each buyer got a different wish or small prediction — together with snowflakes, stars and baubles that built a festive atmosphere. The lens reached about 13,700 impressions and 5,100 opens, with 1,400 captures, 159 saves and 174 shares; its audience skewed strongly female (around 82%) and concentrated in the 25–34 age group. The activation gave a premium grocery brand a light, shareable holiday moment on an everyday object customers were already holding.

Christmas cups with augmented reality
for Azbuka Vkusa
We developed an AR filter for the New Year’s activation of the premium Russian food retailer network, along with a branded line of paper cups to create a festive atmosphere for customers. Shoppers scanned a QR code on the cups, which directed them to Instagram, where an AR mask was automatically activated, or they could navigate to the brand’s Instagram filters section, open it, and point the camera at the cup. Depending on the cup in front of the camera, different animations appeared.
An envelope ✉️ with a random prediction for the coming year appeared above the cup itself.
An animation of falling snow was also added for complete immersion in the magic of the upcoming holiday.
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The users' response was cool - buyers filmed their magical stories and shared them on social networks, noting the brand. In a few days, we involved more than 5,000 people in the interaction, creating a surge of activity in the brand's social networks and collected analytics to build a further effective communication strategy and content plan.
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