Mike O'Sullivan
Executive Creative Director at Saatchi & Saatchi New Zealand
Wellington, New Zealand
TitleWellington Zoo Close Encounters
Agency
Campaign Wellington Zoo Close Encounters
Advertiser Wellington Zoo
Brand Wellington Zoo
PostedApril 2008
Product Close Encounters
Business Sector Leisure Parks, Zoos & Fairs
Result 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.
Media Type Case Study
Length
Interactive Creative Director
Executive Creative Director
Art Director
Art Director
Copywriter
Copywriter
Interactive Producer
Account Director
Account Manager
In-Situ Photographer
Animation

People related to this work

You might also like...

Trending

Create a free Talent profile and become a member of AdForum

Get Started