Challenge

To create a loyalty program that is engaging and encourages users to participate in gamified activities.

New Year holidays are a time of joy, warm emotions, and often nostalgia for cozy family evenings. Together with MHP, we faced the challenge of creating a truly WOW loyalty program that would engage a large number of users. Most importantly, we aimed to add an emotional layer that would motivate consumers to open the app every day.

Idea

Zmietopchyk — an advent calendar that comes to life and grows every day.

Inspired by the good old Tamagotchi and Snake, we created an interactive experience where users can “feed” the character by completing daily tasks and earning cashback. We transformed the traditional advent calendar into a game: each completed task became a new segment of the snake’s body — the symbol of 2025. This way, the reward mechanics directly influenced the character’s appearance, making the experience personal and visually alive. In the motion version, Zmietopchyk responds to user actions: it moves, changes expressions, and comes to life within the interface. Thanks to an adaptive animation system, every “turn” and “bite” created a dynamic story that unfolded day by day.

Credits
& Outcome

83% of users rated the experience positively
+336% increase in new app users
+170% growth in active engagement

Head of Consumer Loyalty Creation: Larysa Borysenko
CRM Manager: Olesia Oliinychenko
Customer Loyalty Specialist: Viktoriia Lukashchuk
Account Manager: Anzhelika Horovenko
Account Director: Hanna Savchuk
New Business Manager: Olia Korotenko
Art Director: Olena Horobets
Head of Creative: Anna Seniuk
Creative Copywriter: Daria Tarasevich
Motion Designer: Vladyslav Kalensky
PR Manager: Oksana Solonska