Danone, a world-leading yoghurt brand, wanted to create an exciting Summer of Sport 2024 campaign for their kids brand, Danonino.
Danone wanted to create a summer activation to help kids grow in confidence and open up their worlds to getting active. The campaign needed to leverage Dino – Danonino's mascot – as a child's friend and cheerleader, as they discover and enjoy new sports.
At KI, we're specialists in the family market, so we used our in-depth audience insights to devise a 360 creative campaign strategy to resonate both in-store, at home, and globally.
Understanding the importance of family activities, our focus was to engage children aged 3-6 and their parents by centering our campaign on shared experiences. Drawing on our extensive experience with similar campaigns, we've learned that introducing children to new sports through engaging, simple games that emphasise movement skills is really effective.
We tailored our approach for Danone, breaking down targeted sports into basic movement activities that families can enjoy together. For example, we introduced basketball by simplifying it to the fundamental skill of throwing a ball through a hula hoop.
This focus on simple movement skills and enjoyable games was the key component of the campaign, guiding children and families towards discovering new sports with Danonino in an engaging manner.
We launched a comprehensive suite of assets for global campaign activation, encompassing everything from retail assets and a mobile game to digital ads and an engaging influencer strategy. Central to each asset was the theme, and campaign line, 'play like a giant,' brought to life through a sporty twist on the brand’s art style, messaging, and engagement tactics.
The creative approach made children appear as giants using a low-angle perspective, while incorporating sports into the mix by transforming Danonino’s signature doodles into sporty versions, as well as including ‘sporty Dinos’—sport-themed versions of Danonino’s mascot, Dino.
Our campaign message, 'play like a giant,' was an extension of Danonino's wider 'live like a giant' campaign. We maintained the simple yet impactful messaging across all elements, including a special summer activation featuring a 'collect every icestick' on-pack promotion.
One of our key goals was to deepen engagement with the Danonino brand among kids and families through playful experiences. One of the ways we achieved this was through a mobile marketing game designed with our preschool digital principles in mind. This game was a vibrant, easy-to-play card collector that invited kids to discover new sports with Dino, reinforcing the campaign's sports introduction objective.
