Skuratov Coffee: "Снова дома" - новогодний адвент-календарь

Objective

Skuratov Coffee, a Russian specialty coffee chain with 64 locations across 7 cities, sought to create an immersive December holiday experience centered on the theme of "returning home" for New Year celebrations. The campaign aimed to strengthen brand engagement and drive awareness of coffee products and branded merchandise during the peak holiday season while tapping into Russian nostalgia for provincial towns and homecoming.

Solution

The brand deployed an interactive web-based advent calendar styled as a provincial town streetscape. Users clicked on daily "windows" throughout December (1–31) to unlock gifts, with access limited to the current day and previous dates to prevent cheating. Daily prizes included discounts on coffee beans and products from the online store, surprise gifts from partner brands, and exclusive branded merchandise. The experience integrated a Telegram bot that sent daily reminders so users would not miss unlocking gifts. The calendar featured a responsive design optimized for both desktop and mobile platforms, allowing users to navigate the nostalgic town setting seamlessly.

Results

Not published.