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
| 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 | Subscribers Only |
| Business Sector | Subscribers Only |
| Result | Subscribers Only |
| Media Type | Case Study |
| Length | |
| Interactive Creative Director | B...n Me.....eld Subscribers Only |
| Executive Creative Director | M..e O'.....van Subscribers Only |
| Art Director | ..m H..e Subscribers Only |
| Art Director | D..s G....rd Subscribers Only |
| Copywriter | H...l J...s Subscribers Only |
| Copywriter | D..e M...nd Subscribers Only |
| Interactive Producer | F...h I...l Subscribers Only |
| Account Director | E...ne Bi....ll Subscribers Only |
| Account Manager | Ha....gh Ch.....ll Subscribers Only |
| In-Situ Photographer | ..t B...r Subscribers Only |
| Animation | ..T L..s Subscribers Only |