
Agency	MPG Russia/ Havas Sports& Entertainment
Creative head	Maria Gavrilova
Author of idea	Maria Gavrilova
Product	“Rastishka” is a line of rich cultured milk foods created special for preschool and school kids. The brand has a unique brand mascot – Dino.
Description	The brand “Rastishka” has a unique and well-known brand mascot – Dino. Nevertheless the brand became less appealing to mums and kids than in the past. We were challenged to make Dino more popular, up-to-date and interesting for kids. Kids adore their own famous heroes. It is important for moms that their kids are in good hands even in front of TV. We created “Magic DinoMorning” - a brand new 15 minute educative and playful TV program for children where Dino plays a key role. Mascot’s name was integrated into the title of the program, “Magic DinoMorning”. It was broadcasted on STS channel and in the Internet. Content of the program was clear and interesting for kids. It was chosen according to predictions of kids 3-6 years old. To make “Magic DinoMorning” attractive for target audience, their predictions were researched. Also we analyzed optimal duration, structure and format of the program. Taking into account the legislative restrictions of product placement in kids programs we could use only one minute at the beginning of the program and one minute at the end, where Dino and the product were allowed to be demonstrated. But the scenario was created in such a way that the program was perceived as a whole story. At the beginning of “Magic DinoMorning” Dino and kids had a breakfast with “Rastishka”. The main part of the program was consisted of 3 sections: “The most interesting”, “The most important” and “The most magical”. Through all parts of the program Dino’s team were discussing the most momentous questions: Why milk is white, Where you can find friends, How to find and read magic book. In order to show Dino’s presence during the whole program we made his voice-over , which was telling the kids different interesting stories during the program. At the end of the program Dino and his team had delicious breakfast with “Rastishka”.
Team members	Maria Gavrilova (Head of Special Projects Department), Evgeniya Ivanova (Senior Special Projects Manager), Arina Glyok (Accout Director), Olga Zaitseva (Media Group Head), Julia Ustinova (Senior Media Planner), Ekaterina Isinova (Media Planner)

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