To overview
The challenge
This year, Rituals has invited us to add a sprinkle of holiday magic to their iconic Ritual of Advent calendar. Their vision? Make the Advent experience truly immersive and bring customers closer to the brand by engaging them through interactive storytelling, adventure, and moments of calm.
With Rituals’ values as our compass, we’re crafting an enchanting, digital world to captivate users as they count down the days to Christmas.
Concept and execution
This year, we’re diving into the holiday spirit with a beautiful 3D world inspired by Rituals’ holiday TV commercial—a cozy city square blanketed in snow, a train chugging by, and lights twinkling from a nearby shop window. In this world, players can explore four different games, each crafted to immerse them in the Advent spirit and bring Rituals’ philosophy to life.
1. Flying Game
Starting in the city’s main square, players take control of a bird perched on a bench. With a simple tap, the bird takes off, and players swipe to guide it through the air, collecting glowing light orbs to keep up speed. Steering around buildings and dodging trees, the goal is to reach the end of the flight path without a crash, entering players into a draw for the luxurious Premium Advent Calendar. It’s a fun, lighthearted way to kick off the Advent adventure!
2. Balancing Game
Balance is at the core of Rituals’ philosophy, and this game lets players experience it firsthand. Set in a 3D kitchen inspired by the TV commercial, players are challenged to stack Rituals products of all shapes and sizes on a virtual kitchen island. Each level ups the ante with trickier items, and the goal is to hold the tower steady for five seconds to “master balance.” Succeeding earns them the Get Balanced badge, bringing a sense of accomplishment and calm.
3. Little Moments
In the spirit of self-care, this meditative game brings players to a miniature living room inside a shoebox. A few items around the room remain uncolored, waiting for a touch of life. Players tap to color each item and reveal its story. Once everything is complete, they earn a special badge, rewarding their journey of mindfulness with a reminder of the beauty in small things.
4. Personalized Postcards
Players who’ve unlocked badges can create and send custom digital postcards to someone special. By answering a few prompts—like, “What is this person like?”—they generate a heartfelt message that reflects Rituals’ holiday spirit. A typical postcard might read, “Your hopeful spirit reminds me of the Ritual of Sakura—bringing new light to each day. May this season bring you well-deserved happiness.” It’s a simple yet powerful way to build emotional connections through small, meaningful gestures.
Objectives
Our goals for this festive journey are simple yet powerful:
1. Deepen Customer Engagement
We’re inspiring loyalty and joy among Rituals’ existing customers by creating a rich, interactive experience.
2. Attract New Leads
Reaching a fresh audience is key to growth, and this immersive campaign is designed to engage newcomers in a unique and memorable way.
3. Foster Long-Term Brand Love
By weaving Rituals’ values of balance, self-care, and joy into each game, we’re building lasting connections that go beyond the holiday season.
Campaign launch & results
The campaign rolls out across email, social media, interactive ads, and TV, bringing Rituals’ festive, heartfelt experience to a wide audience. Initial feedback shows high engagement as players dive into the magical world of The Ritual of Advent, with metrics indicating strong customer satisfaction and a deepened connection with the brand. Full results are coming soon!
The 2024 Ritual of Advent digital world embodies the magic of the holiday season while bringing Rituals’ philosophy to life in a fresh, playful way. Each game connects users with Rituals’ values, helping them find joy, balance, and serenity as they celebrate each day of Advent.
