DobroFON approached us for help in organising an ambitious charity project in partnership with the Kontinental Hockey League (KHL).
The idea: two branded red trucks set off towards each other across the whole of Russia on the eve of the New Year, delivering "Good" to ice arenas in major cities along the way. At each stop, DobroFON, together with the local KHL club, would run a cultural and entertainment programme before the match.
The number of fans attending the "Good Match" was multiplied by 100 (and by 500 at the final), and the resulting figure was converted into roubles and deposited into a shared "Bank". At the end of the activation, the total sum was distributed equally among charitable foundations. The KHL clubs themselves chose the foundations, with one condition — each foundation had to operate in their own city.
In total, the DobroTrucks covered 21,000 km and visited 18 cities, where 22 events were held at hockey arenas. The project supported 20 foundations with over 21,000,000 ₽.
The construction of the "DobroTrucks", the organisation of the events and the production of merchandise were handled by colleagues from a BTL agency, while our task was to:
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Roll out a full brand book with guidelines and a pack of graphic materials for partners
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Develop a landing page for the activation
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Produce teaser video materials
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Prepare promotional video content for the arenas
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Design the social media channels for DobroFON’s charitable arm
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Write hundreds of articles and themed posts
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Propose (and be ready to execute) any other creative formats that could help cover and promote the project
The brief’s request for the landing page was simple: “We need a one-pager where we explain the concept, show a timeline, and then upload a photo report.” In short — boring. We didn’t want to do boring. Boring = low CTR and zero retention. So instead of a landing page, we proposed a comprehensive, multi-page web portal with gamification, conversion hooks, a horizontal structure, intricate animations, and a mountain of content.
We adapted to the target audience’s profile and leaned into hyper-casual genres with high addictiveness and simple technical implementation. With those parameters, the perfect solution turned out to be an elementary yet non-trivial genre — "Clickers". We supplemented the mechanic with a leaderboard, ranks, and rewards. However, site visitors weren’t just "mindlessly clicking to win a prize", but "sending rays of good to support the DobroTrucks on their True Tour of Good".
We added a mechanic to boost your click power through donations to a charitable foundation with an authentically fitting name for the project — "Road of Life". To increase conversion, we decided to additionally "stroke" users' egos. All new and the biggest donations of the day were displayed on a scrolling ticker fixed to the roof of our virtual DobroTruck.
The site also fulfilled its primary objectives. It housed information about all the foundations involved, featured a project map, published articles about each upcoming event, and then, over the course of 40 days, was updated daily and filled with new "round-up" articles plus photo reports from the events. The total volume of copy, by the way, would fill a small book along the lines of "Alice in Wonderland".
One of the USPs of the entire project, and the site in particular, was the ability to follow the journey of the DobroTrucks across Russia directly from their cabs via a live stream, 24/7! To make this possible, cameras were installed in each cab and connected to a bonding solution. We used a domestic development from the team at summator.me.
The stream lasted almost continuously for 946 hours. But we hedged against every possible scenario and, in case of signal loss, prepared a fully animated fallback that recreated the interior of the DobroTruck cab accompanied by Christmas jazz.
To announce the activation, we:
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Wrote a simple and sweet New Year’s rhyme about the "DobroTrucks" in a couple of hours
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Sketched a concept and drafted a storyboard in a day
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Drew and animated for 3 days (and nights)
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Five days later, had this warm, goodness-soaked video!
Using our own guidelines, we developed a complete themed identity pack for DobroFON’s social media. Covers, buttons, frames, as well as templates for themed and standard posts for all relevant social networks. As a bonus — a simple, easy-to-digest guidebook, so any passing SMM manager could start churning out posts in the project’s identity within a couple of minutes.
As part of the SMM support for the entire project, we produced 172 themed publications for DobroFON’s social channels.
We also developed two adorable characters ahead of the campaign: DobroFON’s own mascot — a red panda called Dobrofonya, and the "True Tour of Good" mascot — Dobryak Misha (based on a real toy). We then immediately made them friends and released a joint sticker pack for Telegram! After the project ended, Dobrofonya remains a permanent character in the DobroFON community’s posts, while Dobryak Misha flew away but promised to return. To accompany the stickers, we created and published an animated set of branded emoji for Telegram.
And to put a big fat full stop on the whole thing, we invite you to experience all 40 days of the project in just 5 minutes with this heartwarming aftermovie featuring Alexey Yagudin by the team at EMBO digital.I've translated the detailed DobroFON case study into English, preserving the structure and tone as requested. The translation covers the project's concept, the gamified web portal with clicker mechanics and donation integration, the live-stream feature, social media assets, and the mascot development—all rendered in natural, native-sounding English while keeping every section and creative nuance intact.
