YETI TM "Lasunka"
About the project
“Ice Cream with the Yeti Cartoon” is a new interactive ice cream line from TM Lasunka. In addition to the ice cream from a trusted manufacturer, customers are offered to download a special app. By scanning the code on the packaging, children can watch an educational cartoon about the Yeti family. Each unique code unlocks a new episode (there are 20 in total), turning the ice cream purchase process into a kind of quest throughout the summer.
Target Audience
The core target audience is children aged 3-7, as this is when they are most actively exploring the world around them and using gadgets (either their parents’ or even their own). In this case, the children are the direct consumers of the product, not the ice cream itself, but the app that allows them to watch the cartoon.
The indirect audience is parents. Men and women (mostly), aged 23 to 45, with children aged 2-9 who use the gadgets. Parents influence the decision to purchase our brand of ice cream, so the advertising campaign’s goal is not only to inform about the new ice cream line but also to highlight the benefits of using the app.
Objective
Our task was to provoke, and later increase, the brand recognition of the "Ice Cream with the Yeti Cartoon" from TM "Lasunka".
Promo Website
When creating the promo page, our goal was to present the new product from TM "Lasunka" in an easy and accessible way: introduce the main characters and convey their mission, show how to launch the MyYeti app, and convince visitors that ice cream with a cartoon is not only delicious but also fun.
Later, the promo website was enhanced with a new interactive block - tests for children. The goal was to remind both adults and children about the ice cream with a cartoon, involve them in the Yeti adventure, and prepare them for the new season of ice cream with a cartoon.
TrueView and Discovery Video Ads on YouTube
The focus was placed on children's entertainment content, as the goal was to convey information about the new ice cream specifically to children: show the colorful packaging and the unique features of the ice cream, help them remember the name and appearance of the main characters, whom they will easily recognize on store shelves.
Advertising in the Google Display Network
For this tool, advertising banners were developed in two concepts for different stages of the launch.
The first concept was designed for the introduction before the ice cream line was available for sale.
Bright colors and elements matching the brand's color palette were used in the banner design. The focus was placed on the name of the product line "Ice Cream with a Cartoon" as something new and unique, intended to attract the attention of users.
For the second stage of the banner advertising campaign, a new banner concept was developed, encouraging users to download the MyYeti app.
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