Samolet Plus is a service within the Samolet ecosystem, focused on enhancing the lives of local residents by creating useful neighbourhood services. The company develops and manages essential everyday facilities — from shops and cafes to sports and educational spaces — right on people’s doorsteps.

A key priority is to elevate residents' quality of life and comfort through valuable services and initiatives that strengthen community bonds and engagement.

Samolet Plus aimed to create a large-scale brand image project that would become a genuine focal point for visitors. They needed a concept that would simultaneously:

• Motivate people to make positive changes
• Reinforce the presence of Samolet Plus in the neighbourhood
• Attract participants on a regular basis
• Drive additional footfall to the company’s offices

The constraints: the project had to be easy to launch, maintain a cheerful tone, and be easily scalable across dozens of locations.

We identified three core objectives to bring the project to life:

• Package the concept: Develop a name reflecting the brand’s mission and appealing to Samolet Plus customers
• Design the engagement mechanics and tools for interacting with the target audience
• Create an event schedule, PR angles, and a promotion plan to maximise reach.

Drawing inspiration from childhood nostalgia, we conceived the idea of interactive stands with jump ropes. The name «Skip & Smile» (Припрыжки) emerged with strong, positive associations.

Not all property management companies agreed to install the stands near residential buildings, fearing vandalism and complaints. We quickly adapted the placement strategy, selecting high-footfall locations near Samolet Plus offices and securing agreements through local authorities.