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Azbuka Vkusa - Surrounding with Wonders
How a New Year corporate campaign united employees from two cities into one festive story
- 6-minute read
Client:
Azbuka Vkusa
Azbuka Vkusa is a Russian chain of premium supermarkets where every product and service is crafted with exceptional attention to detail.
Every December, the company organises a large-scale New Year celebration for employees across all divisions and regions.
Every December, the company organises a large-scale New Year celebration for employees across all divisions and regions.
Challenge:
To create a shared New Year celebration for two cities - Moscow and St. Petersburg, bringing every employee a sense of joy, unity, and personal participation.
The campaign needed to combine online and offline formats into one cohesive experience.
Project goals:
The campaign needed to combine online and offline formats into one cohesive experience.
Project goals:
- Celebrate the end of the year and recognise employees.
- Strengthen the internal brand and team engagement.
- Spark the emotion of celebration and belonging.
- Make all activations accessible — from headquarters to production sites.
Idea:
The central concept — “Surrounding with Wonders” - united all online activities, internal communications, and festive events into a single New Year campaign.
Every employee could participate, regardless of location, role, or schedule.
Every employee could participate, regardless of location, role, or schedule.
Execution:
- Daily Online QuestStep 1Launching a New Year's chatbot with daily tasks to earn points and win prizes.
- Unified Holiday HubStep 2Creating a central landing page with the schedule and a Telegram channel with an Advent calendar for all employees.
- Gift Exchange & Family FocusStep 3Organizing local and global "Secret Santa" gift swaps and presenting gifts to employees' children.
- Workspace TransformationStep 4Festive decoration of offices and production sites in both capital cities to create an immersive atmosphere.
- Intimate Moscow CelebrationStep 5Hosting an internal corporate event in Moscow with live music and a warm, festive vibe.
- Grand Ice-Skating FinalesStep 6Organizing festive skating rink events in Moscow and St. Petersburg as the campaign's culmination.
Results:
- 700+active participants across both cities
- 180winners from the chatbot challenge
- 500+gifts and branded merchandise distributed
- Tens of thousands of viewsacross corporate channels and social media
- Strong employee engagementstaff shared photos, left reviews, and actively joined events
- The campaign united people from different cities and rolesfrom office teams to production specialists — proving that corporate celebration can transcend geography
Команда проекта:
- Azbuka VkusaClient
- Yulia FilatovaProject Director
- Diana KartamyshevaProject Manager
- Anastasia OleinikProject Manager
- Denis GultsevCreative Team Lead
- Victoria LymarHead of Branding & Design
- Anna StefkinaSenior Designer
- Vladislav SkorobogatovSenior Designer
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