Wellington Zoo - "Wellington Zoo Close Encounters"

Saatchi & Saatchi New Zealand

Saatchi & Saatchi New Zealand Parnell, Neuseeland

Awards

8178

Marke: Wellington Zoo
Länder: Neuseeland

Werbende: Wellington Zoo

Titel	Wellington Zoo Close Encounters
Agentur	Saatchi & Saatchi New Zealand
Kampagne	Wellington Zoo Close Encounters
Werbende	Wellington Zoo
Marke	Wellington Zoo
Posted	April 2008
Produkt	Close Encounters
Geschäftsbereich	Freizeitparks & Zoos
Ergebnis	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.
Medientyp	Case Study
Länge	110 seconds
Interactive Creative Director	Brian Merrifield
Executive Creative Director	Mike O'Sullivan
Art Director	Tim Huse
Art Director	Debs Gerrard
Texter	Hywel James
Texter	Dave Mygind
Interactive Producer	Farah Iqbal
Etatdirektor	Elaine Bicknell
Kundenbetreuer	Hadleigh Churchill
In-Situ Photographer	Mat Baker
Animation	HIT Labs