Sunshine International Aquarium Digital, Case study PENGUIN NAVI [video] by Hakuhodo Tokyo


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Industry Leisure Parks
Media Digital, Interactive & Mobile, Case study
Market Japan
Agency Hakuhodo Tokyo
Director Yuki Saito
Designer Takahiro Nagai
Producer Hirohumi Nobuta, Shinji Asano
Released May 2013


Cannes Lions, 2014
DESIGN LIONS Digital Design: Online Digital Design GOLD

Credits & Description

Type of entry: Creative Use Of Technology
Category: Augmented Mobile Experience
CD/Art Director: Katsuhiko Suzuki (Hakuhodo)
CD/Copywriter: Keiichi Sasaki (Hakuhodo)
Strategic Planning Director: Shinya Tokuhisa (Hakuhodo)
Planning Director: Takuya Fukasawa (Hakuhodo)
Designer: Takahiro Nagai (Hakuhodo)
Account Director: Hiroshi Kaneda (Hakuhodo)
Producer: Hirohumi Nobuta (Hakuhodo Products)
Producer: Shinji Asano (Hakuhodo Products)
Production Manager: Yosuke Miura (Hakuhodo Products)
AR Director: Shota Nakajima (Erba Holdings)
AR Editor: Naoko Soejima (Erba Holdings)
AR Planner: Ryo Takahashi (Erba Holdings)
AR Programmer: Mihiro Matsukawa (Erba Holdings)
CG Director: Joji Hayashi (Spice)
Director: Yuki Saito (SDP)
Co-Director/Editor: Ryosuke Fujimoto (Flows)
Music Composer: Hirotaka Matsuoka (P-Camp)
Music Composer/Music Producer: Takahiro Uchiyama (Freelance)
Flame Artist: Ryosuke Fukushima (Redhill)
Sincerest Thanks to: Michael Glenn/Nick Uemura/Koji Kurosawa/Hisako Sudo/Kohei S ()
Brief Explanation
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.
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 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.
Attendance at the Sunshine Aquarium increased 152% 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.