Magic Box: an Instant Win contest that brings families back to the stationery shop

The challenge: talk to the people who buy, not only to the people who sell

Bocchio S.r.l. is a stationery distributor in Brescia and the brand behind CoLibrì book covers. It supplies hundreds of stationery shops across Italy, but until recently it had no direct contact with end consumers. The goal was to push sales of CoLibrì covers and give shops one more reason to bring customers back.

Three constraints shaped the project:

Two kinds of shop, one experience

Shops in the iltuocartolaio.it network already have a loyalty card. Independent shops do not. The contest needed one game with two ways in.

A young audience

The audience runs from the first year of primary school to the second year of middle school: the game had to be simple, immediate and fun, without a complicated sign-up.

A contest that follows the rules

A national prize contest needs rules, registration with the Ministry and certified draws. All of it had to be handled without weighing on Bocchio or on the shops.

The solution: a QR code that opens the right game

Keyx built Magic Box on Marta and looked after the whole chain: web app, Instant Win engine, rules and draws. Every CoLibrì cover carries a QR code that identifies the shop where it was bought and opens the right path for that shop.

You enter with a phone, with no app to download

In independent shops, people sign in with a mobile number and an OTP code by SMS. In iltuocartolaio.it shops, they use the loyalty card they already have. Registration asks for a few details and collects consent to the rules and to the privacy policy.

The game: mix the magic potion

The game is a potion you "mix" by choosing magic ingredients. Each player has 5 tries a day, from 8:00 to 23:00, and finds out straight away whether they have won.

An Instant Win engine that spreads the prizes fairly

Marta's Instant Win engine spreads 30,000 prizes evenly across the 27 weeks of the game: half in network shops, half in independent ones. Each player can win at most one prize a week, so the prizes reach more families. The prizes are stationery items from brands such as Bic, Carioca, Fila, Pentel and Stabilo, offered by Bocchio's suppliers.

The prize is collected in the shop

Winners receive a unique code by SMS, to show their stationer when they collect the prize. This is where the game becomes business: every win brings the customer back into the store.

A top prize every week

Every week a Nintendo Switch Lite is drawn among all participants, in the presence of a Chamber of Commerce official. Even people who do not win straight away have a reason to come back and play the next day.

The contest, managed end to end

Keyx is the delegated operator of the contest: the rules are registered with the Ministry (ID CO/2601376), Bocchio receives the export of collections, and unclaimed prizes are recovered in the next stage.

Communication goes out on its own

A weekly push notification, banners and news in the iltuocartolaio.it app, SMS to winners: Marta sends every message at the right moment, with no manual work.

Three stages in the school year

The consumer path: two ways in, one game, collection in store

The QR code chooses the path. From there the game is the same for everyone, and every win ends with a visit to the stationery shop.

1. 1Buy a CoLibrì cover
2. 2Scan the QR code
3. 3Loyalty cardorMobile + OTP
4. 4Mix the potion
5. 5Collect the prize in the shop

What Marta did behind the scenes

Magic Box uses the same modules Marta offers every programme, configured for a B2B2C contest:

• Instant Win with prizes spread by week and by shop type, and a limit of one win a week per player
• Commercial network with 311 stationery shops, each recognised by its own QR code
• Customer record with OTP sign-in, privacy consent and a home shop
• Rewards with unique collection codes, expiry dates and an export for the distributor
• Communications sent automatically by SMS and push notification

The results

By November 2026, with the second stage under way, Magic Box had beaten expectations:

• About 5,000 consumers played: there were 124 after the first two weeks, then the number grew with push notifications, in-app banners and social communication
• More than 6,000 prizes collected in store and only 121 expired: almost every win became a visit to the shop
• 12 Nintendo Switch Lite from the first stage, all delivered
• Feedback from the network: shops like the weekly prize and customers coming back to collect it

What comes next

Bocchio has confirmed Magic Box for 2027 as the flagship campaign for its stationery network. Magic Box has become a brand to grow.

Want to bring a similar idea to your store network?