Sunshine Aquarium: Penguin NAVI

June 23, 2014Filed under Design, Mobile, Entertainment & Leisure and Public interest
Sunshine Aquarium: Penguin NAVI 1
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Brief Explanation:
Get the cutest aquarium inhabitant—penguins—to guide visitors to the Aquarium. We designed an augmented reality GPS system featuring penguins that lead the way to the Aquarium. Our GPS penguins walk and move exactly like real penguins. It was a world first: motion capture technology applied to penguins. Humans are naturally entranced by cute animals. With our App, all anyone with a mobile phone has to do is follow the penguins. They lead straight to the Aquarium. It's so entertaining that all other distractions go unnoticed.
 
Brief:
The metropolis of Tokyo is a buzzing hive of activity with hundreds of thousands of distractions—so many in fact that visiting the famous Sunshine Aquarium, which has been around for 35 years, had fallen off many people's radars. To make matters worse, the Aquarium is located in an extremely dense part of the city and it's nearly a kilometer from the nearest station. We had to find a way to attract more visitors to the Aquarium and, just importantly, make sure they had no trouble finding it.
 
Design Process:
The originality of this creative work is walking with Augmented Reality (AR) penguins on the street
and AR penguins taking you to the aquarium. Penguins are the main attraction in this aquarium.
We set the penguin at the creative center.
 
Results:
Attendance at the Sunshine Aquarium increased over the previous month despite no change in exhibition content. People who downloaded the App spent on average more than 9 minutes at a time playing with it. More than 32% of users opened the app more than 7 times and 93% of users planned to recommend it to friends/families. Penguins brought not only people to the Aquarium, they also brought smiles.

Advertising Agency:Hakuhodo, Tokyo, Japan
Creative Director:Katsuhiko Suzuki
Art Director:Katsuhiko Suzuki, Shota Nakajima
Copywriter:Katsuhiko Suzuki
Strategic Planning Director:Shinya Tokuhisa
Planning Director:Takuya Fukasawa, Koji Kurosawa
Account Director:Hiroshi Kaneda
Producer:Hirohumi Nobuta, Shinji Asano
Production Manager:Yosuke Miura
Ar Editor:Naoko Soejima
Ar Planner:Ryo Takahashi
Ar Programmer:Mihiro Matsukawa
Cg Director:Joji Hayashi Spice
Director:Yuki Saito Sdp
CoDirector:Ryosuke Fujimoto
Editor:Ryosuke Fujimoto
Music Composer:Hirotaka Matsuoka, Takahiro Uchiyama
Flame Artist:Ryosuke Fukushima Redhill
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