Hypermarket Chain: Russkoe Selo

Objective

Russkoe Selo, a hypermarket retail chain, launched a gamified campaign to capture the attention of online audiences and drive engagement with their promotional activities. The campaign leveraged Russian cultural nostalgia—specifically the traditional village aesthetics—to create a memorable brand experience that would resonate with their target market.

Solution

WIM.Agency developed an online game based on 'thimbles' (напёрстки), a traditional Russian folk game mechanic that reflects village culture and aesthetics. The game was designed to engage web users with the retailer's promotional campaign through gamification and CRM-marketing integration. The campaign combined web development, design, and creative production to deliver an interactive experience that embodied Russian cultural heritage, using the thimbles game as the core mechanic to drive user participation.