Tourism NT Croc Selfie

A permanent feature at one of Australia’s international gateways to warn visitors about the dangers of crocodiles

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, while also using the airport space to provide an NT branding platform to engage, entertain and inspire visitors as they first stepped off the plane or were waiting for their luggage.

The technology and content needed to support TNT strategic themes and audience types and showcase the range of things to do in the wet, the dry and during events season while capturing user data to feed into CRM and use for remarketing purposes to encourage longer stays, regional dispersal, to increase spending and to endorse the Territory as a visitor destination through social media.

Recent research indicated that many of the 400,000 annual visitors to the Northern Territory were arriving with relatively unstructured itineraries. Their list of places to visit included Uluru, Alice, Kakadu - but many visitors were not venturing further and making the most of their stay in the Northern Territory.

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%)

To date (through to end 2018)

• over 250,000 Croc Selfies have been taken

• 25,000 videos have been player

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.

GSK MyLifePlus

The first ever mobile app designed to assist patients in better managing their lives living with HIV

Background

There are currently around 30,000 people in Australia living with HIV. Advances in treatments means HIV patients can now live long healthy lives if they adhere to a strict regimen and manage their virus efficiently and the main issue HIV patients face is that doctors are not always proactive in reviewing their patients. This is due to short consultation windows and patients not being outright with their doctors about concerns or mishaps due to patients not accurately recording and tracking their medical information. This results in consultations not always being conducive of enhancing patients treatment and patients not being properly educated on how to efficiently self-manage their lives living with HIV.

Efficient HIV management involves a strict regimen inclusive of remembering to take multiple pills daily, attending monthly visits to their doctors and specialists, day to day tracking and documentation of their pill intake, blood results, quality of life, moods and mishaps. Through comprehensive qualitive and quantative research we also found majority of HIV patients struggle to adhere to a strict routine due to a vast array of external factors ranging from drug abuse, poor finances, poor advice and just generally being overwhelmed with information.

We found patients are also using a vast array of online and offline tools and techniques to manage their routines, documenting some things on paper, some on their mobile devices in un-secure environments and otherwise forgetting to document at all – thus resulting in not being able to properly educating their doctors during consultations, forgetting to take their pills and a generally lower quality of life.

Solution

MyLife+ is specifically developed to assists patients in keeping track of their health, medications, blood results, and symptoms daily while also reminding patients to take their pills and attend appointments on time. With MyLife+ patients can now obtain more comprehensive reviews, plans, information and support.The app is continually updated with health advice curated by NAPWHA, allowing patients to obtain more comprehensive research, information, reviews, plans, information and support. NAPWHA have also endorsed the MyLife+ mobile app.

MyLife+ has been designed with security and privacy top of mind with patients personal information only available through the password protected interface and their personal information stored securely on their own device. Patients can share their private information directly with their health care professionals manually through secure encrypted emails. MyLife+ mobile app empowers patients with the tools and self- confidence they need to better manage and track their regimen and make more informed choices in self-managing their HIV treatment.

Results

in conjunction with ViiV Healthcare underwent three months of qualitive and quantative research inclusive of research, surveys and research groups with HIV positive patients and health care professionals. These attendees assisted us at every point of our development journey from initial research, through to user testing. UXD, Design and Development was conducted in-house at Marcel Sydney. The app has been developed for both iOS and Android and is now available for download on both the App Store and Google Play.

App Store (iOS)

Google Play (Android)

Lorna Jane 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

R&D ‘Kickstart’

Re-engineering the process to be mobile first

Background

Applying for tax concessions to fund innovation is difficult.

The Australian Government required a greater number of small businesses to apply for tax concessions for research and development to meet budget-spend requirements.

The issue was that although the government had a stockpile of monetary concessions to encourage innovation in small businesses, the requirements, criteria and process was daunting and complicated so not many businesses knew how to, or could follow the complicated process, to apply.

Solution

The process included:

• focus groups with the target audience and those working in the field.

• content audit and analysis

• analytics review

• trends review

• UX and information design

• content script writing and production website design and development

Working with several government departments and over thirty stakeholders we first simplified paperwork and process requirements to eliminate 4 major steps in the previous process, making the new application process simpler and easier to navigate.

An end-to-end user-experience testing program then ran over six weeks. This program involved prototype testing on desktop and mobile, video recorded interviews, and live- prototype revisions to test new tools that were then added to the portal including:

• a ‘Jargon Buster’

• an R&D Tax Incentive Calculator

• a Quick Tips tool

• a ‘Find a Research Service Provider’ tool (there are 189 RSPs in Australia) a ‘forms tool’

• animated video & podcast series

Results

The complete R&D Tax Incentive program and application was simplified into a 6-step online process - which was also then adapted into call centre scripts. The process that used to take an average of 30 days was reduced to 30 minutes allowing small business owners and innovators to more easily access funds and incentives for innovation.

From 30 days to 30 seconds to apply for funding.

In the first 10 days following launch there were 27 news articles and reviews promoting the new portal and accessibility as the ‘Next Big Thing Ahead’ for making innovation funding super accessible, with news coverage appearing within The Sydney Morning Herald, The Australian, The Australian Financial Review, New Life Scientist, and News Asia.