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New Year Activation 'Smile of the Rainbow' at VDNKh: How We Collected 700 Heartfelt Wishes in 13 Days
- Reading time: 6 minutes
Context
New Year at VDNKh is the time when Russia’s main exhibition complex transforms into the epicentre of family leisure and festive atmosphere.
Millions of visitors, a packed event schedule, and strict administrative requirements for any structure or activation. In such an environment, standard promotional approaches do not work. You need speed, quality, and full compliance with all regulations.
About the Client
'Smile of the Rainbow' is a federal retail chain of cosmetics, perfumery, and beauty products. More than 200 stores across 60 Russian cities.
The audience is predominantly women aged 25−45 who value a wide assortment, affordable prices, and the ability to find everything for skincare and makeup in one place.
Challenge
To build a branded promotional zone at VDNKh and run an incentivising New Year campaign for a brand prize draw.
Key objectives:
- Attract maximum attention to the brand among the relevant audience
- Achieve reach and PR value: installation reach of approximately 15,000 people per day, collect at least 1,000 completed wish cards
- Produce high-quality visual and video content for the brand’s social media
Solution
We developed and approved a promotional zone concept in record time, simultaneously addressing the tasks of attracting attention, engaging visitors, and collecting data.
Following the brand’s technical specifications, we modelled and visualised a promotional zone reflecting the 'Smile of the Rainbow' aesthetic: bright, festive, yet neat and compliant with VDNKh’s strict requirements. After approval, we promptly organised the installation.
Activation Mechanics
Special wish forms were placed in the zone
Every passer-by could write a wish for a prize valued at up to 100,000 roubles and drop the form into a box.
Promotional staff wearing the brand’s signature puffer jackets helped guests and explained the campaign rules — they welcomed visitors, explained the prize draw, handed out forms, and answered questions.
The activation ran for 13 days. After its conclusion, all completed forms were handed over to the brand for the prize draw.
Promotional staff wearing the brand’s signature puffer jackets helped guests and explained the campaign rules — they welcomed visitors, explained the prize draw, handed out forms, and answered questions.
The activation ran for 13 days. After its conclusion, all completed forms were handed over to the brand for the prize draw.
Results:
- 13 daysof operation during VDNKh’s peak traffic period
- 24/7 access+ daily promoter presence for 5 hours
- ~700 completed wish formseach one a contact with a potential customer
- Complete photo and video reportdelivered to the client for social media use
Need an activation at any venue — from concept to installation and data collection? Just contact us.
Additional Outcomes
The zone became a notable point of attraction at VDNKh during the New Year holidays.
The brand received high-quality visual content for future campaigns. The wish-collection mechanic generated high levels of engagement: people stopped, wrote, took photos, and shared their emotions.
What’s Next
The VDNKh activation demonstrated that even under tight deadlines, an effective promotional zone can be delivered.
The key is a hybrid working format and a simple, emotional mechanic.
Project Team:
- Smile of the RainbowClient
- Valeria KuzmaCEO
- Julia FilatovaProject Director
- Diana KartamyshevaProject Lead
- Viktoria LymarHead of Branding & Design
- Anna StefkinaSenior Designer
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