Wellington Zoo‘s Close Encounters exhibition is about getting face to face with an animal. Advertising agency Saatchi & Saatchi had the challenge of inspiring newspaper readers to connect with the exhibition. In partnership with Hit Lab NZ, a human/computer interface research centre, software was developed to present ‘augment reality’ in which pictures could be interacted with on a mobile phone. The software was made available to mobile phones with live video capability. Mobile phone users point their phones at the printed box to see a 3D model of a giraffe, cheetah or Malayan sun bear – all animals that can be seen at the zoo. The ad, placed in a major newspaper, reached 750,000 people, leading to a 32% growth in visitors at Wellington Zoo.
Wellington Zoo ‘Augmented Reality’ from The Hyperfactory on Vimeo.
Credits
The Augmented Reality campaign was developed at Saatchi & Saatchi NZ, Auckland, by executive creative directors Mike O’Sullivan, interactive creative director Brian Merrifield, creatives Tim Huse, Hywel James, Debs Gerrard, Dave Mygind, interactive producer Farah Iqbal, in-situ photographer Mat Baker, account director Elaine Bickell, account manager Hadleigh Churchill.
The augmented reality technology was developed at Hitlab New Zealand and The Hyperfactory.
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would have been a pleasure to see and test that. unfortunately, there is no copy of such kind of box shown here (or am i….?). but thanx for the inspiration -- even if this article is some “days” old. the augmented reality is just about to begin this year ;o) greetings from hamburg, germany!
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