Seasonal loyalty campaign discovering the Advent Diorama

Rituals wanted to shift the focus from quantity to quality, turning a seasonal activation into a valuable data engine.

For years, the Advent activation was a lead-generation machine. But with a saturated market and a need for deeper customer insights, the ambition changed. Rituals wanted to move beyond "bulk leads" to "valuable interactions."

The goal: an experience that offers genuine help to the consumer while gathering valuable zero-party data to fuel long-term retention and personalization.

The challenge was to bridge the gap between a fun digital game and a serious physical purchase, all while gathering deep customer preferences.

In the expensive month of December, consumers don't just want to win things; they want help navigating choices. Rituals needed a solution that felt like a premium service, while collecting valuable data.

The challenge was to design and build an experience that:

• Drives quality over quantity: focusses on meaningful interactions over bulk leads.

• Collects zero-party data: Learns who the customer is buying for to enable smarter retargeting.

• Converts doubt to action: Removes barriers to purchase by visualizing the product in real life.

• Stimulates loyalty: drive app downloads as a base for long-term retention (CLV)

Un "Pueblo de Invierno" 3D completamente inmersivo donde la inmersión lleva directamente a la conversión.

Three distinct flows come together in one environment, using the psychological "Endowment Effect" to keep users engaged:

• The Diorama Builder: Users built their own snowy 3D villages. By investing time in creation, they became emotionally invested in the experience.


• The Gift Finder: acting as a digital sales assistant, this tool asked smart questions to offer personalized advice, simultaneously filling the CRM with valuable preference data.


• The AR Experience: To close the deal, users could place the Advent calendar in their own living room using Augmented Reality, removing any doubts about size or look.

Pivoting from a "win-action" to a "service tool" delivered historical results. The Average Order Value (AOV) reached €52, significantly higher than the benchmark.

Beyond the immediate €1M+ in revenue from new customers, hundreds of thousands of customer profiles were enriched with deep preference data. A seasonal moment turned into a long-term asset, proving that when you help people choose, they choose you.