[2014 부산국제광고제/Silver] 일본 선샤인 아쿠아리움 'PENGUIN NAVI'

 펭귄이 길을 안내해 드립니다. 'PENGUIN NAVI'

일본 도쿄의 선샤인 아쿠아리움은 역에서 1km 나 떨어져 있어 사람들의 접근이 쉽지 않았습니다.

오는 길이 복잡하기도 했구요.

그렇다면 많은 사람들이 아쿠아리움을 찾아오게 하는 방법은 없을까?

쉽게 오는 방법은?

선샤인 아쿠아리움은 스마트폰의 GPS와 증강현실 기술을 이용해 펭귄 내비게이션을 만들었습니다.

앱을 실행하면 펭귄들이 나타나 아쿠아리움까지 길을 안내하는거죠.

10개의 캠을 이용해 실제 팽귄의 모습과 행동을 촬영했고,

이를 3D로 구현했답니다.

'Penguin NAVI' 광고는 2014 부산국제광고제에서 실버(Silver)를 수상했고, 

2013 칸 광고제 모바일 부문에서 은상을 수상했습니다.

Brand | SUNSHINE CITY CORPORATION 
Agency | HAKUHODO INC

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 peoples radars. To make matters worse, the Aquarium is located in an extremely dense part of the city and its 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. Its so entertaining that all other distractions go unnoticed.

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.