DFI Lucky

At Newwave, we believe loyalty experiences should go beyond collecting points. They should give customers a reason to engage, return, and feel rewarded for interacting with a brand.

For Lucky, we developed the digital Blind Box experience within the Lucky Rewards App to transform a familiar shopping activity into an interactive reward journey.

How does the Lucky Blind Box work for customers?

The customer journey follows one clear sequence:

• Spend at least $15 on a qualifying receipt at Lucky.
• Scan the receipt through Lucky Rewards to receive a campaign entry.
• Open the Blind Box page in the app.
• Tap to open the box and see the result straight away.

Each box ends in one of three outcomes: a standard reward, a special Golden Blind Box, or a non winning result. Keeping the steps between earning an entry and revealing the result to a minimum was a core design goal, so taking part never feels like extra work at the checkout.

What could customers win?

The campaign was designed around a total of 499,225 digital boxes, including 15,200 standard winning boxes and 500 Golden Blind Boxes.

• Standard Blind Box: 13,000 vouchers of $1, 2,000 vouchers of $2 and 200 vouchers of $5.
• Golden Blind Box: 375 vouchers of $20, 100 vouchers of $50 and 25 vouchers of $100, the campaign’s 500 premium reward moments.

A prize pool of this size needed a clear reward structure behind the scenes, while the interaction in front of the customer stayed simple and immediate.

Our Role in Bringing the Lucky Blind Box to Life

Newwave developed the Lucky Blind Box as an integrated feature of the existing Lucky Rewards App, focusing on usability, engagement, reward logic and a seamless customer journey. Our work centered on turning the campaign concept into a functional mobile experience that customers could easily understand and use. Our team handled:

• Blind Box feature development: receiving, opening and revealing a digital reward inside Lucky Rewards.
• Campaign entry flow: the path from eligible purchase and scan to entry, Blind Box page and opening.
• Reward reveal experience: immediate feedback the moment a box is opened.
• Standard and Golden Blind Box experiences: two reward tiers with their own voucher values, plus the non winning result.
• Gamified mobile experience: a playful layer that stays intuitive and in line with the existing customer journey.
• Reward logic integration: support for every reward category and outcome, so the right result is shown after each eligible box is opened.

Features We Engineered

Digital Blind Box Entry

Eligible customers receive a Blind Box entry after the required shopping and Lucky Rewards scanning process. This connects the physical shopping experience with a digital reward inside the app.

Tap to Open and Instant Reveal

Once an entry is received, a single interaction opens the box and the result appears immediately. That instant feedback creates a stronger sense of anticipation and makes the campaign feel more interactive than a traditional loyalty promotion.

Gamified Shopping Journey

Rather than presenting rewards as a passive loyalty benefit, the Blind Box adds an interactive moment between shopping and receiving a reward, while the overall journey stays simple and familiar.

Campaign Ready Experience

The feature was developed to support Lucky’s August 2026 anniversary campaign, which ran from 1 August to 31 August 2026. The campaign was structured in phases to keep customers engaged for the whole month:

• Launch
• Awareness
• Golden Box
• Reminder
• Final push

Building Engagement Through Gamification

The Lucky Blind Box was created to support several business objectives:

• increase Lucky Rewards engagement
• encourage repeat visits
• improve adoption of the Lucky Rewards scanning experience
• encourage customers to reach a basket value of at least $15

At the same time, the experience needed to remain enjoyable and easy to understand. By linking a qualifying purchase to an immediate digital reward, the Blind Box gives customers another reason to open Lucky Rewards during their regular shopping.

Extending the Experience Beyond the App

The Show Your Golden Box concept encouraged Golden Box winners to share photos or videos of their winning moment and take part in campaign activities. Genuine customer experiences became part of the wider campaign, helping Lucky build awareness and show real participation in the Golden Blind Box experience.

Client Feedback

“We have selected NEWWAVE because they are a Cambodian company that operates with high standards. We love to support Cambodian young talents like them.”

Darith, Lucky Supermarket

Why This Project Matters to Newwave

The Lucky Blind Box shows how thoughtful gamification can turn a simple loyalty mechanic into a more engaging customer experience. Instead of a complicated campaign process, shopping, eligibility, participation and reward discovery sit in one clear digital journey.

For Lucky, the feature is a new way to encourage Lucky Rewards engagement, repeat usage and customer participation while adding excitement to an everyday retail experience. For Newwave, it represents our approach to app development: digital products that combine business objectives with strong user experience. We do not see gamification as decoration. When designed with purpose, it can make digital products more engaging while supporting measurable customer behavior.