Number for Danone

Client:

Danone is an international company and one of the world's leading food producers. "Rostyshka" is a brand of children's yogurts and cottage cheese products, known for its educational and interactive activities for kids..

Task:

Building on the success of the magnet collection mechanic, the "Rostyshka" brand launched a new season timed to the start of the school year — under the slogan:
"Collect magnets, learn numbers!"

This time, our task was to create an entirely new, standalone collection — not tied to the previous season's alphabet of professions.

Our task was to 

• release a new collection of 15 magnets: numbers 0–9 and math symbols (plus, minus, greater than, less than, equals);
• update the app's main island for the new collection;
• create new animations and VFX for each magnet;
• develop new educational mini-games for learning numbers and math symbols;
• bring back the reward mechanic — a star system for completed activities.

Project business goals:

The campaign's key goal was to increase user engagement frequency with the app.

The focus was on:

• increasing session frequency as the season's top-priority KPI;
• growing installs and retention rates;
• deepening engagement through the new collection mechanic;
• integrating digital with offline sales via QR codes on growth charts and product packaging.

Solution:

1. 
   New collection and guide — Dino the Explorer

The brand hero Dino became the child's new guide into the world of numbers, taking on the role of an explorer who leads users on an exciting journey to learn numbers in a jungle setting.

User journey:

• scan a physical magnet;
• a unique rhyme and AR animation play on the magnet itself;
• automatic transition to mini-games tied specifically to the scanned number.

1. New reward system

Users earn stars for completing activities in the app. Collecting 5 stars in a day unlocks a new animal for their personal collection. The goal is to collect all 9 animals and automatically enter a prize draw from the brand. On the technical side, we implemented progress tracking for users within this new collection.

1. Three new number-learning mini-games

• Sequence game — repeat the sequence of numbers on Dino's jungle map;
• Comparison game — count the animals in different groups and compare the resulting numbers, learning the "greater than," "less than," and "equals" symbols;
• Matching game — match the correct number to the quantity of animals shown in the image.

The previous season's mechanics ("Whose Is This?", "Letter Boom") remain in the app unchanged — bringing the total number of games in the games island to 8.

Result:

this section will be completed on October 28