Wellington Zoo - "Wellington Zoo Close Encounters"

Saatchi & Saatchi New Zealand

Saatchi & Saatchi New Zealand Parnell, Nouvelle-Zélande

Awards

8184

Marque: Wellington Zoo
Pays: Nouvelle-Zélande

Annonceur: Wellington Zoo

Titre	Wellington Zoo Close Encounters
Agence	Saatchi & Saatchi New Zealand
Campagne	Wellington Zoo Close Encounters
Annonceur	Wellington Zoo
Marque	Wellington Zoo
Mise en ligne	Avril 2008
Produit	Close Encounters
Secteur d'activité	Parcs de loisirs, zoo
Résultat	By simply pointing their mobile phones at blotchy black-and-white newspaper ads, consumers could bring to life colorful 3-D animals during a campaign by Wellington Zoo in New Zealand. Wellington Zoo set out to bring consumers face to face with animals and spur interest in species endangerment. They deployed a new technology from Human Interface Technology Laboratory in New Zealand produce what they call augmented reality: special effects that seemingly pop animals off the page by using ordinary cameras in mobile phones. The results for the campaign were less than tame: it produced a 30% increase in visitors through the front gates of the zoo. In the newspaper ads, consumers were given instructions to download a bit of free software to enable their phones to transform their visual experience. Once loaded, the mobile phone camera was able to create a hybrid multi-dimensional viewing experience that blended a zoo animal with the current scene.
Type de média	Etude de cas
Longueur	110 seconds
Interactive Creative Director	Brian Merrifield
Directeur de la création	Mike O'Sullivan
Directeur artistique	Tim Huse
Directeur artistique	Debs Gerrard
Concepteur / rédacteur	Hywel James
Concepteur / rédacteur	Dave Mygind
Interactive Producer	Farah Iqbal
Directeur de clientèle	Elaine Bicknell
Responsable de budget agence	Hadleigh Churchill
In-Situ Photographer	Mat Baker
Animation	HIT Labs