DANONE ROSTYSHKA - Alphabet of Professions

Client

Danone is an international company and one of the global leaders in the food industry.
Rostyshka is a kids’ dairy brand known for its educational and interactive activities for children.

Challenge:

After a break of more than three years, the Rostyshka brand brought back its iconic physical magnets as part of a new educational campaign with the slogan:
“Collect magnets — learn the alphabet of professions.”

Our task was:

• to redesign and upgrade the brand’s mobile application,

• implement scanning technology for 33 physical magnets, 

• bring each profession to life through animations of the brand character Dino, 

• integrate an educational layer focused on learning the Ukrainian alphabet and professions

• create a game environment that encourages regular return to the app.

Our goal was not just to support the promo, but to turn the app into a full-fledged digital extension of the collectible mechanic.

Business Objectives:

The core objective of the campaign was to restore a high level of customer engagement as a key driver of sales growth during the promotional period.

From a digital perspective, the focus was 

• on scaling the app user base and increasing installs compared to previous campaigns,
• increasing the frequency of interaction with the brand through game mechanics, 
• building consistent user behavior with multiple returns per week,
•  improving engagement depth including session duration and interaction intensity,
• integrating digital engagement with offline actions through scanning mechanics.

Solution:

1. New “Alphabet of Professions” Island

We created a dedicated in-app game space — an island designed for collecting and unlocking the full set.

Each of the 33 magnets is activated via scanning, features a vivid animation of Dino representing a specific profession, includes a unique rhyme, and is fully voice-narrated with an explanation of the profession.

As a result, each physical magnet transforms into a rich digital experience — interactive, engaging, and educational.

2. “Whose Item Is It?” Game (for younger users)

A drag-and-drop mechanic where children match objects with the correct profession.
For example, a football player with a ball, a waiter with a bowl of borscht, and other profession-specific attributes.

The game develops logic, associative thinking, and reinforces knowledge about professions.

3. “LetterBoom” Mini-Game (for older audience)

An educational mechanic where users complete words by filling in missing letters.
All words are related to professions or their attributes.

This mechanic supports early reading skills development, helps children learn the Ukrainian alphabet, and combines entertainment and education in a single experience.

Overall, the project introduces a meaningful educational layer focused on building foundational reading skills.

Result:

We created an educational gaming ecosystem that 

• combines a physical collectible mechanic with a digital experience, 
• builds a habit of regular interaction with the brand, 
• supports sales by motivating users to collect magnets, 
•  contributes to the development of basic reading skills in children.

The updated Rostyshka app is no longer just a magnet scanner.
It is an interactive “Alphabet of Professions” that turns each magnet into a small educational universe and helps the brand revive the power of its legendary promo in a new digital format.