Skuratov Coffee: "Зимний слоу" - адвент-календарь к Новому году

Objective

Skuratov Coffee, a specialty coffee brand in Russia, aimed to sustain audience engagement throughout December by embedding the brand's slow-living philosophy into daily digital rituals. The campaign was designed to drive repeat visits to the website, increase brand familiarity through seasonal content, and boost sales during the year-end period. The aesthetic drew inspiration from Soviet nostalgia and the philosophical concept of mindful consumption, aligning with the brand's values.

Solution

The brand launched a 31-day interactive advent calendar on Tilda (a low-code website builder) where users clicked daily ornament windows to reveal surprises. Each day unlocked different reward categories: direct shopping links to coffee products and merchandise, partnerships with complementary brands (chocolate, fitness courses), exclusive digital content (wallpapers, postcards, gift cards), and interactive experiences (curated music playlists, the 'Coffantasy' experience). The calendar featured anti-fraud protection limiting users to current and previous days' content. A physical component included 30 limited-edition advent boxes containing a specialty 'Winter Slow' coffee blend, spices, bath products, a disposable film camera, ceramic mug, candle, and chocolates. The design was driven by a whimsical Soviet-inspired visual language with hand-drawn illustrations and animated ornaments.

Results

Not published.