Case

Shchedryi Dar: fortified and gamified!

TM "Shchedryi Dar" presented a mobile game that expands knowledge about vitamins and their benefits for human health

Development of the game is part of the digital strategy of the KERNEL company, which is one of the world leaders in the production and export of sunflower oil. The manufacturer highly appreciates opinion of TM “Shchedryi Dar” consumers and focuses on innovations. Implementation of the creative idea became possible thanks to the work of the company's specialists together with the TABASCO and Argentics agencies.

“In previous advertising campaigns, we revived vitamins A, D and E, which are enriched in the "Shchedryi Dar"  oil. The next step was a development of a mobile application, where we integrated these super-useful characters,” says Inna Tokhtarova, Head of Marketing at KERNEL.

“In the game, everything happens almost like in life vitamin A helps to suppress viruses, D gives a quick reaction, and E energizes brainstorming. We tried to fill the application with elegant creative "chips" in order to simultaneously cheer up users and give them new knowledge,” continues Alexander Khodorovsky, CEO of Argentics game development agency.

According to the developers, the game will be interesting not only for children but also for adults.

“And this is not surprising, because  "Shchedryi Daris also equally useful for both children and adults,” emphasizes Evgeny Sazhnev, art director of the TABASCO creative company.

To activate the game, it is enough to point the camera at a special game QR-code placed on some labels of the “Shchedryi Dar” oil, download the application for free and get a bunch of vitamins both online and offline!

 
KERNEL
Director of Marketing and Sales
Sergey Neroschin
Head of Marketing
Inna Tokhtarova
Brand Manager
Mariana Golota
TABASCO
Сreative director
Alexander Smirnov
Аrt-director
Evgeny Sazhnev
Group Account Director
Elena Lapshova
Junior Account Manager
Angelica Horovenko
Producer
Olga Zhegulina
ARGENTICS
Executive
Alexander Khodorkovsky
Creative Producer
Dmitry Sidorov
Project Manager
Tatiana Khilko
Art Lead
Egor Aristov
Project Dev Lead
Evgeny Rozhovetsky
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