Wellington Zoo - "Wellington Zoo Close Encounters"

Saatchi & Saatchi New Zealand

Saatchi & Saatchi New Zealand Parnell, New Zealand

Awards

8297

Brand: Wellington Zoo
Country: New Zealand

Advertiser: Wellington Zoo

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	110 seconds
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