11 Hvilin — Urban Quest in Minsk
Collaboration: Hvilina × Eleven
Collaboration: Hvilina × Eleven
I’d love to share a collaboration case “11 Hvilin — the urban quest across Minsk” which we created two years ago between the Belarusian watch brand Hvilina and the electric scooter sharing brand Eleven.
About the brands
Both brands are Belarusian — and both speak to a young, progressive audience interested in fashion, city culture and modern urban lifestyle.
Hvilina Watches — a Belarusian designer watch brand, awarded German Design Award and NY Product Design Awards.
Eleven Scooters — a micro-mobility sharing brand, that develops its scooters fully in-house — from industrial design to the app.
At that moment, as the Head of Marketing at Eleven, I really wanted to do something with Hvilina. I genuinely loved what they were building. As soon as we met — it became instantly clear that we were both uncompromising enthusiasts. We didn’t hire any external agencies for this collaboration — we formed a joint working group from both teams and started building.
In the end, we created a free urban quest on the Belarusian language.
About the brands
Both brands are Belarusian — and both speak to a young, progressive audience interested in fashion, city culture and modern urban lifestyle.
Hvilina Watches — a Belarusian designer watch brand, awarded German Design Award and NY Product Design Awards.
Eleven Scooters — a micro-mobility sharing brand, that develops its scooters fully in-house — from industrial design to the app.
At that moment, as the Head of Marketing at Eleven, I really wanted to do something with Hvilina. I genuinely loved what they were building. As soon as we met — it became instantly clear that we were both uncompromising enthusiasts. We didn’t hire any external agencies for this collaboration — we formed a joint working group from both teams and started building.
In the end, we created a free urban quest on the Belarusian language.
Collaboration Goal:
To position ourselves as an organic part of contemporary city culture — and help people rediscover Minsk, discover its unconventional landmarks, and eventually expand their Belarusian vocabulary in an engaging, emotional and memorable way.
Geography:
Each quest was tied to a specific district of Minsk:
- Opera House / Circus
- Victory Park / Stella
- Novaya Borovaya
Quest Mechanicsregistration via a dedicated landing page:
- each quest had up to 100 participants / 50 teams
- at the start point: host + promo team onboarded participants and explained rules, mechanics and how to use scooters
- each team had a personal coordinator in Telegram
- participants received their first location + riddles
- they sent answers to the coordinator, and got the next clue if correct
- each city route on scooters lasted ≈ 11 minutes
- time was limited
- all rides on Eleven were free during the quest
- at the finish line, the winners were greeted by the host and received a prize from Hvilina — 2 pairs of watches
- during the cold final event — our partner Coffee Wanted greeted everyone with warmth and care
Results~300 participants
This project became the starting point for further urbanistic events.
In the following years we continued developing the urban quest theme in new formats.
Do you think we should continue this project?
- ~160 teams
- 15+ press announcements and publications
- 500+ stories mentions after each quest
- team slots closed in 2 days (demand was several times higher)
This project became the starting point for further urbanistic events.
In the following years we continued developing the urban quest theme in new formats.
Do you think we should continue this project?