Project

Pukka Creative Advent Campaign

Project

Pukka Creative Advent Campaign

Client

Pukka

Industry

Retail, FMCG, Tea

Services

Pukka tea advent calendar

Services

Each year Pukka launch an tea advent calendar. This year they wanted to merge that advent experience with digital rewards. We were briefed to create an exclusive microsite and landing experience for a variety of languages and regions, that would house digital treats, such as recipes, yoga classes and breathing exercises, all in the name of wellbeing and Christmas.

The challenge was in creating an experience exclusively for customers that had purchased the advent calendar and drive engagement back to the physical piece that Pukka had crafted. This was so we could encourage trying each tea product ahead of their digital treat.

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The heartbeat

Trouble-free treats

We want to create a digital engagement piece that not only reflected the creative concept for the advent calendar but compliments, connects and elevates the entire experience.

Therefore the website had to feel like a well considered destination for the calendar campaign. We also wanted the landing experience to be technically sound, ensuring that we’re not creating anything beyond the reach for the user and the devices they may be using.

Our approach to was to create ‘trouble-free treat’ whereby we kept things simple and content short, but offered it in a way that was exciting and of value.

This meant keeping content copy and scroll depth to a minimum, and keeping functionality in line with user expectation, using best practice throughout each piece. Our goal was to mimic the short and sweet delight of opening a physical advent calendar.

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Beyond the bag

The UX had to consider prompting the audience to return to the calendar for their next tea, so we had to create individual landing journeys and experiences for each without breaking experience recognition.

We followed a simple mobile-first approach that utilised QR code technology to reveal a hidden page, away from the general sitemap of the main website.

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Digital doorways

For each experience we created a simple animation of a door opening, splitting the screen into two before building page elements. This included further Christmas-based, calendar inspired animation.

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Results

This advent campaign has been Pukka’s most successful cross-channel experience, whereby we use a physical product to push the audience to the website and back again. It created a cyclical experience that has helped to promote return customs, increased web traffic, sign-up, value-added interaction, and new tea-drinking habits.

The results surpassed all expectations with a substantial rise in engagement. The project overall is an excellent demonstration of the value of content beyond product.