Heel Kids
Client
Heel
MTG
Year
Services
2019
Creative
Idea
Game
Website
Runet Rating 2020
2 place
"Beauty & Health"
Account
Tanya Yakovleva

Project
Lena Lantseva
Creative Idea
Ann Pronina
Sergey Kozelsky
Veronika Tseluiko


Design & Illustration
Nastya Snyatkova
Тeam Lead
Yura Pronin
Serega Kalinin


Front-end
Roma Verkhovtsev
Vanya Novak
Misha Ladonkin

Back-end
Sasha Gnilitsky
Kirill Zubarev
The Universe of Heel

Heel is the biggest producer of medicines. It includes the brand Heel Kids, the medicine line for kids. We had a few goals for this project. The first one to increase knowledge about the brand and its products among mums of three years under kids, the second was to create a friendly image in social networks. After the analysis of TA and their interests, we pushed a project: "The Childhood is not a time for illnesses." It consists of an online game. Users sign in, play, and gain score. They should also log in every day for 5 days to get different wallpapers.

Characters

We created a mascot character Goody the Dino, and his own Universe, where each land is a metaphor for the Heel Kids product. The Dino should walkthrough 5 levels, set free the habitants of the location from the symptoms with the help of the medicines.
Gameplay

The game has 5 levels. Each level has its own lore based on medicine's components. For example, on the fifth level, Goodie pick flowers and fight back the seasonal diseases like viruses, allergies, and cold. After winning the character gives you a digital postcard that you could send by email or download as a wallpaper..
Results
So, the knowledge about the brand was formed, and one-off digital-activation became the constant brand communication in all channels.
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