| Title | HOLOQUARIUM |
| Brand | FRANKFURT ZOO |
| Product/Service | ZOO AND AQUARIUM |
| Category |
C02. Use of Mobile |
|
Entrant
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Idea Creation
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Additional Company
|
FRANKFURT ZOO, GERMANY
|
Credits
| Hans-Juergen Kaemmerer |
Leo Burnett Germany |
Creative Director |
| Hugo Moura |
Leo Burnett Germany |
ACD Designer |
| Andreas Pauli |
Leo Burnett Germany |
Chief Creative Officer |
| Michael Fluhr |
Leo Burnett Germany |
Designer |
| Viktor Kislovskij |
Leo Burnett Germany |
Creative Technologist |
| Netti Weber |
Leo Burnett Germany |
Agency Producer |
| Conradin Hagedorn |
Leo Burnett Germany |
Agency Producer |
| Katrin Kester |
Leo Burnett Germany |
Head of PR |
| Cornelia Richter |
Leo Burnett Germany |
Artbuyer |
The Campaign
To change this, we used a technology that brings a traditional print ad to life by showing the fascinating underwater world in 3d.
Campaign Success
All they needed was a smartphone with QR code reader and a piece of plastic film, which was sticked on the ad. By bending the film into a pyramid and placing it on their mobiles, people created a mini-aquarium with its underwater inhabitants as a 3-D projection.
Describe the success of the promotion with both client and consumer including some quantifiable results
With this "interactive" print ad in magazine ZOO.F we reached over 50.000 children and their parents in the Frankfurt region. They were all fascinated by the 3-D "Holoquarium", with the result that many of them wanted to see the underwater world live in person at Frankfurt Zoo.
A documentary video of the "Holoquarium" spread itself worldwide via social media and generated many likes and posts, but also many new fans and friends for the Frankfurt Zoo.
Explain why the method of promotion was most relevant to the product or service
We used a technology that brings a traditional print ad to life by turning your mobile device into a 3d projector. With just a little piece of plastic foil you can discover the fascinating underwater world in a mini-aquarium right in your hands.
We placed a print ad in the popular ZooF. magazin, which is distributed all over the city for free. So we reached many families with children with a little foretaste of the next visit to the Frankfurt Zoo.