The largest Ukrainian manufacturer of puzzles, DoDo Toys, sells goods throughout Ukraine and in Europe. DoDo Toys produces games of very high quality:
all illustrations are created by professional artists, taking into account the child psychology;
due to the high quality of materials, puzzles can be assembled and disassembled many times, the corners do not bend or delaminate, even if the puzzle is assembled by a little child.
The task from the client sounded ambitious: not only to strengthen at the Western market, but also to take noticeable positions on the largest marketplace in the world — Amazon.
Despite the seeming simplicity of the product, we decided to study how the category of puzzles works. The first thing we noticed was that in this market everyone is talking about the rational. Price, safety, quality of material, ease of delivery, blah blah blah. Too boring for the children's category. As a result, buyers around the world choose puzzles based only on their attractiveness and price.
People are always more interesting than products. In-depth interviews with young parents have told us a lot about their motives, needs, and pains associated with play. It turned out that for many, playing puzzles with a child quickly gets boring. Not because they are not interested in playing with their child. But because the game itself is simple, and after the first assembly, adults do not know what else to do with it.
And we thought: what if we stop selling puzzles to mums and dads and start selling the involvement in the game process and the benefits of the time spent together? This is how we indirectly address one of the common pains of working parents: guilt for not giving their children enough attention.
Returning from in-depth interviews to the product, we noticed one thing: all Dodo puzzles allow you to create different stories each time. In one line, puzzles can be assembled in different ways. The second line includes several puzzles in each box. The illustrations of puzzles in the third line consist of a huge number of colorful characters and elements. It turns out that when assembled, DoDo puzzles become the start for different stories, allowing the child to find new things in them every time, and the parents not to get bored during the game.
Looking at the same picture mom will tell one story, the baby — another one, and dad — a third one. And a month later — the fourth, fifth and sixth. So a new layer appears in the puzzle, developing, explaining how the world works.
We just had to come up with a name for a new kind of puzzle game. This is how the term "puzzletelling" was born — a combination of storytelling and puzzles. It will now be associated with all DoDo brand products.
“Panda Steve's mom was, um, an owl. Everyone was surprised: panda Steve, you do not look like your mother at all ... ".
"In one magical land, animals got themselves people ...".
"This is a red car on which ducks run away from a black cat ...".
“It was the seventeenth time the valiant Sasha, his sister Tanya and the brave dog Jack flew on a space expedition ...”.
In fact, puzzletelling is a multilevel instruction that comes with the game. It provides parents with tips about what to talk to the child about, what topics can be taken in the story and what new things to teach each time the puzzle is put together. This is how we create development, and the transfer of values, and fairy tale therapy, and precious time of joint creativity of the child and mom / dad. In the campaign slogan, we showed the key value of the product for parents and child — “One puzzle — endless stories”.
The most interesting thing in this task was to get to the bottom of the unobvious pain of the buyer and find a solution for parents, children and the manufacturer. At the same time, the solution is simple, budgetary: actually equal to the cost of the paper on which it is printed.
Max Burtsev, Creative Director of Arriba!
The videos connected illustrations from puzzles — which we are very proud of! — with those who play them, and it looks very lively and fun. We noticed that when children see the animated characters of their puzzles in the “cartoon”, it delights them: here I am holding a picture with a panda in my hands, and here is the same panda flying across the sky next to an owl from a neighboring picture. The new word “puzzletelling” invented by Arriba! seems to us very simple and memorable, because everyone loves to tell stories, especially children, and many of them know the word “storytelling”. We are sure that the new campaign will expand the number of buyers of DoDo puzzles around the world, and those who already know us will have a fresh look at their favorite puzzles. And, as always, thanks to Arriba!, not only for the great promotional product, but also for giving us the opportunity to look differently at our favorite masterpiece.
Elena Terpay, co-founder of DoDo Toys
Elena Terpay, Dmitry Terpay — founders.
Agency & Production: Arriba!
Max Burtsev — Сreative Director;
Julia Gapon — Account Manager;
Vlad Torskiy — Strategist;
Staska Padalka — Сreative Group Head;
Julia Razvenkova — Designer;
Lada Sabova — Director & Editor;
Paul Itkin — DOP & Color Grading;
Meriam Yol, Denis Galushka — Producers;
Kateryna Romanenko, Natalia Vasilyuk — Illustrations;
Anastasia Steshkina, Oksana Bandura, Irina Makievskaya — Animation;
Julia Derke — Art Director;
Lena Vyazovskaya — Art Department;
Vitaly Bachako — Gaffer;
Sergey Krinitsky — Grip;
Pavel Likhota — 1st Camera Engineer;
Ilona Golubeva — Style & Makeup;
Olya Merkulova — Designer.
Sound — 4Ears Sound Production:
Vasily Yavtushenko, Danila Okulov — Sound Design;
Vasiliy Yavtushenko — Editing & Mixing;
Vyacheslav Zabashta — Foley;
PX Rental, Mam.rental — Technical Support.