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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2007
to Ideas Department: of Saatchi NewZealand Saatchi r ecently u sed t his f or a project for Wellington Zoo, to cap- ture t he s pirit o f t heir Up Cl ose Encounters program. Newspaper re aders who d own- loaded the applications could v iew zoo animals like giraffes a nd hippos in 3D, and by moving their phone around the image were able to s ee the animal from all sides. The t echnology e nabling t his i s advanci ng rapi dly and t he next steps a re audio, and interactivity - Hitlab h as a lready mastered t he ability to p lay ‘vi rtual tennis’ w ith two people holding cellphones. [Turn to page 27 of this issue for a World Wildlife Fund - In collaboration with Faketown’s developers, Saatchi has created a competition for Faketown residents in which the residents compete to lower their carbon footprint by buying virtual trees. As well as raising awareness, the game’s residents will also get the opportunity to buy real trees as well. real live version of the ad in action. Follow th e instructions to see the 3D image on your mobile phone.] But mor e ex citing is to think about where this could lead. O’Sullivan said that in the future this a pplica tion could ha ve enor - mous pot entia l: “Imagine a c am- paign involving a city-wide treasure hunt with billboard-sized 3D inter- activity?” TAKE ME TO FAKETOWN It’s hard t o g et pa st the Second Li fe hy pe, bu t be lieve i t o r n ot, there a re o ther v irtual worlds out ther e. O ne such community is called Fake town. Graphically it’s a flashback to the days of Super Mario Brothe rs and clas sic Omega games. But its 75 ,000 residen ts seem to enjoy its simplicity. Saatchi c reatives Tim Howman and Bex Radford have be en work- ing on a pro bono project for WWF that uses this community as a wa y of raising awareness - and funds - in the real world. Second Life has more users but it also has a lot more competition due to be ing swamped b y comm ercial interests and charities. In collaboration with Faketown’s developers, Saatch i h as cr eated a competition for Faketown residents in which the r esidents compete to lower their carbon footprint by buy- ing virtual trees. As well as raising awareness, the Stark - Can advertising be advertising without using media at all? Well, paid media anyway.‘Starkish’ was discussed on 1,330 international blog sites and mentioned in 79 newspapers nationally. The campaign got over 4 hours of free airtime, reaching 1.6 million people. And without a 60 second TVC in sight. MAY/JUN E 2007 game’s r esidents will also get the opportunity to buy real trees as well. The winners get their own unique panda avatars, which to non-gamers might no t se em l ike th e bi gges t incentive. But consider this: there are an estimated 100,000 people in China working a s full-time gamers earning a nd t hen sellin g v ir tual items to upgrades that can only be earned through pl aying the game - like avatars. Just l ike the r eal world, s tatus i s earned by having items that people don’t have and can’t easily obtain. And if th e b ait o f a panda a vatar proves su ccessful fo r WWF, th e charity will look to continue raising awar eness of other initiatives through Faketown. http://www.faketown.com/ BOYS WILL BE BOYS Men hate trying on clothes, right? Most people would agree with this statement, but at the same time not really car e. But for mens’ clothing retailers, it’s a real problem. So Saatchi ’s in teract ive depart - ment c reat ed a v irtua l changing room to entice reluctant male shop- pers into making more purchases. A camera c aptures the shopper’s image and broadcasts it onto a large screen. The shopper, using a hand com- mands sy stem similar to that used by Tom Cruise’s char acter in Minority Report, then chooses differ- ent clothing options. The s creen was pl aced in one o f Hallensteins’ newest stores for four days to t est the water and s ee t he reaction to it. Saatchi interactive director Adam Oliveira s aid the v irtual changing room got a fantastic response from shoppers: “It d rew customers i nto the store and provoked them to try on clothes digitally,” he says. THE GREAT OUTDOORS Saatchi’s ha s been e xploring dif- ferent ways of integrating technolo- gy in to ou tdoor ad vertising. One example is a project for NZ Army, which used Bluetooth technology to challenge pa ssers-by to fi nd a sol - dier ‘hidden’ in c amouflage on the poster. Both the eagle-eyed players who f ound t he so ldier and t exted the coordinates of his location, and those who f ailed a t the t ask, were directed to a NZ Army recruitment website. ? CAM P A I G N B R I E F 25
July August 2007