Т‑Банк: "Секрет конфет" - новогодний адвент-календарь

Objective

T-Bank, Russia's fintech-focused bank, created a New Year engagement campaign to drive daily app returns and boost customer loyalty during the holiday season. The advent calendar mechanic leveraged personalized financial data to connect year-end celebration with December–January spending stimulation, positioning the calendar as a reason for daily interaction and reward collection.

Solution

A 21-gift digital advent calendar launching within the T-Bank app and web interface, where users unlock one 'candy' every 8 hours (maximum 3 per day) through January 14. Each reward was personalized based on the user's 2024 financial behavior—deposits saved, time spent in-app, major purchase categories—and paired with bank-wide statistics to create individual and collective narratives of the year. Prizes ranged from cashback bumps (40–50% on streaming/travel services) to two free months of Pro subscription, amplified by New Year wishes and celebrity cameos (comedians and a fitness coach). The dual-platform approach (app and web) ensured accessibility.

Results

Not published.