In January, TESS launched a winter promotion, “TESS Brings Warmth.” The campaign ran for a strictly limited period: it was announced on January 8, 2026, and the winners were announced on January 25. Over 18 days, shoppers could enter the prize draw by receiving a coupon and registering through a Telegram bot.
Problem
The challenge was to capture attention and drive purchase interest in TESS during the short post-holiday winter period. The mechanics had to be simple enough to understand instantly, while turning an ordinary purchase into an additional reason to engage with the brand and enter the prize draw.
Solution
We built the promotion around a simple journey: buy TESS → receive a coupon → register via Telegram bot → enter the prize draw. The idea behind “TESS Brings Warmth” connected the winter season, the product and the gift-giving mechanic in one clear message. The offline touchpoint happened at the moment of purchase, while the Telegram bot moved participants into digital and completed their registration. This gave shoppers an extra reason to choose TESS, while giving the brand a clear, measurable action to track.
Results
In 18 days, the promotion generated 17 378 coupons and 8 410 registered participants through the Telegram bot. The conversion from distributed coupons to registrations was 48%. The promotion ended on January 25, just 18 days after launch. Within this short campaign window, TESS generated more than 17 000 coupon interactions and converted 8 410 people into registered participants in the digital part of the promotion.
