Title | Wellington Zoo Close Encounters |
Agency | Saatchi & Saatchi New Zealand |
Campaign | Wellington Zoo Close Encounters |
Advertiser | Wellington Zoo |
Brand | Wellington Zoo |
Posted | April 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 | Brian Merrifield |
Executive Creative Director | Mike O'Sullivan |
Art Director | Tim Huse |
Art Director | Debs Gerrard |
Copywriter | Hywel James |
Copywriter | Dave Mygind |
Interactive Producer | Farah Iqbal |
Account Director | Elaine Bicknell |
Account Manager | Hadleigh Churchill |
In-Situ Photographer | Mat Baker |
Animation | HIT Labs |