Сбер: Адвент-календарь к Новому году

Objective

Sber created an interactive advent calendar campaign to sustain daily user engagement throughout December by showcasing its ecosystem of services and partner brands. The initiative aimed to distribute seasonal rewards while integrating personalized AI-powered features (year-end summaries and goal-setting via GigaChat) to enhance retention and deepen engagement with the Sber ecosystem.

Solution

The 'City of Wonders' campaign presented an interactive web-based map where users, guided by the Sbercat mascot character, progressively unlocked digital houses representing different Sber services—one revealed each day. Behind each unlock sat promotional codes, bonuses, and themed activities from Sber services and partner brands, culminating in a secret prize on the final day. The experience featured responsive mobile-first design with soft animations and quick-return mechanics to encourage repeated daily visits. Beyond transactional rewards, the calendar integrated GigaChat AI integration for personalized year summaries and New Year goal-setting modules, creating dual engagement paths for both promotional interest and personal planning.

Results

Not published.