Back Home - New Year Advent Calendar

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, continuing an annual advent-calendar tradition the brand has run since at least 2023 (e.g. a 2023 edition themed around the film "Petrov's Flu"). 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, accessed via a link shared in the brand's own communications. 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. Each window opened a content card with a holiday greeting, a prize, and a CTA. Daily prizes included discounts on coffee beans and products from the online store, surprise gifts from partner brands, and exclusive branded merchandise. Users could also interact with objects and characters placed around the town scene for extra tips and greetings. 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

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