Crocodile Selfie - Tourism Northern Territory
A 6 x 2 metre interactive installation and permanent feature at Australia’s Darwin International Airport - the northern gateway to Australia. The installation was commissioned by the Minister of the State to help educate tourists of trying to take a selfie a crocodile while expanding their knowledge of must-do destinations in the Northern Territory.
Background
Tourism NT and Darwin International Airport were looking to collaborate on a project that would provide a greater sense of welcome and arrival for domestic and international visitors. Families, international tourists, conference delegates and back-packers needed encouragement and guidance to inspire them to see more regions and to add more activities to their itineraries. Tourists were also arriving with the hope to catch a photo with the unique but sometimes dangerous wildlife. Many were potentially unaware of ‘Be Crocwise’ signage that warned travellers of the crocodiles inhabiting the Northern Territory waterways.
Solution
A monstrous interactive experience at the Airport consisting of:
3 giant touchscreens made into a 5 metre wide, 2.5 metre tall installation
Microsoft Kinect motion sensors
a hidden CPU to run a mobile sign-up loop capturing users details
CMS connectivity allowing the airport arrivals team to customise on-screen messaging to greet individual groups, conferences, or flights
a detailed floor decal marking out the regions of the NT
Within the install we built a giant billabong in Unity-3D complete with rock-carvings, Australian fauna and birdlife and used directional ceiling speakers to throw sounds of waterfalls and didgeridoos towards users as they approach.
In the billabong we created one of the biggest crocs ever seen that follows your movements as you approach, or walk past, using Kinect motion tracking.
As you stand in front of the screens you’re instructed to ‘Jump’ – triggering the crocodile to leap out of the water and the Kinect camera to snap your picture and composite it with the photo of the croc.
Your ‘Croc Selfie’ then appears on the big screen with your unique URL. You can also take a photo with your camera phone, or access your Croc Selfie by entering your email address and selecting a NT region that you’re planning to visit. You are then emailed a personalised travel itinerary along with a ‘Be Crocwise’ message.
Following the crocodile experience users can explore the different NT regions by stepping into different sections of the floor map. Motion tracking senses your location on the map then plays a 60sec video featuring highlights and top experiences of that region. Once the video has finished the user can choose to navigate to another region and watch another video or request a 7-day regional itinerary that’s emailed directly to the user.
Results
The Minister of Tourism, Adam Giles launched the installation in front of TV news cameras. He then leapt in front of the experience to capture his very own ‘Croc Selfie’. This was shared on his, the NT and on Australian tourism social media channels. In its first week (9th to 15th September) ‘Croc Selfie’ smashed through engagement targets.
Croc Experience:
• 10,484 Croc Selfies were taken
Video Journey Experience
• 1329 x 1 min videos were viewed (with a completion rate of 42%)
Within 12-months
• over 250,000 Croc Selfies have been taken
• 25,000 video itinerary journeys had been viewed
The ‘Croc Selfie’ installation is a permanent fixture at Darwin International Airport and joins a number of technology upgrades installed as part of the NT Spaces infrastructure upgrade project that have been heralded by Tourism Northern Territory and the NT Airports Director and is a strong initiative viewed by TNT as a world-class, long-term solution that delivers against their strategic requirements.
Indoor Skydiving Wind Booth
A custom built wind tunnel booth that shares animated content out to social.
Background
iFLY are an international wind-tunnel operator giving young and old the chance to fly in a vertical skydive wind tunnel. Their promotional strategy included campaigns rewarding social fans with the opportunity to ‘Test Pilot’ the new installation, or try out the face- flapping, hair blowing wind-tunnel effect in a custom built wind-jet photo-booth.
Solution
This racing-car size experience blasts participants with 320km winds from internal fans (modified wind blowers) then dispenses personalised photos plus wobbly-gif videos to share on Facebook and Instagram.
The installation was first prototyped in a studio using a mix of consumer and specialist electronics with our agency developers and creatives working alongside metal fabricators and commercial electricians to bring the idea to life.
Active Nation
Transforming a fashion label into the country’s most engaged fitness community
Background
The challenge was to motivate Australian women to change their attitude towards fitness.
Lorna Jane’s business needed to evolve it’s offering and expand to outgrow category challengers. The brand needed to evolve from being a retailer of sports wear, to a being multi-service fitness lifestyle. To do this we first commissioned research company Roy Morgan to conduct a poll revealing that while Australian women wanted to live active lives, over over half did no form of exercise.
We then motivated the nation to become more active by downloading a mobile utility, and by providing inspiration and motivational tips, running routes and celebrity endorsement.
Solution
At the heart of the platform sits Lorna Jane’s social media community, voted as BRW’s ‘Most Engaged Community in Australia’ with over a million Facebook fans, 22,500 Twitter, and 242,000 Instagram fans.
Enabling users to track their daily activity, share it and get rewarded for their effort, the Now Move It mobile app become the #1 Health and Fitness app in the App Store and now includes innovative new features including badges and personalised push notification voice-coaching.
Results
number 1 within the app store for Health and Fitness within 1-month of launch
over 220 downloads and 2.7 million website visits within the first 12-months
daily inspiration, fitness and nutrition tips and personalisd fitness coaching through a mobile app.
App Store and now includes innovative new features including badges and personalised push notification voice-coaching.
1 million Facebook fans