Interactive Display at Ocean Park: Asian Wildlife Conservation Exhibition

Client

Ocean Park Conservation Foundation
Ocean Park Corporation

Services

Visual Storytelling, Marketing Collaterals, Motion Graphics, Animated Video, Interactive Campaign, Corporate & Micro-site, Branded Game, Social Media Content, Campaign Micro-Content, Informational Micro-Content, Visual Identity, Exhibition, Micro-Movie, Campaign Site, Promotional Game, Illustration, Fun Facts

Introduction

On Jan 11, 2014, the renovated education panels in the “Amazing Asian Animals” exhibition hall were opened to celebrate the 19^th Conservation Day of Ocean Park. The education panels offer cross-media, O2O experience for visitors to explore and learn about endangered animal conservation through interactive tricks and online animated videos under the theme of “Endangered Animal Rescue Team”.

Awards

Award of Excellence
2014 APEX Awards
Public Service Campaigns, Programs & Plans

Aims

Educate public about endangered animal conservation in Asia
Facilitate interaction to learn more about conservation in a fun and interesting way
Encourage social media sharing and donation to OPCF

Campaign Theme

Campaign Overview

The theme of the entire interactive display is “Rescue Team”.
The following stages are developed to promote the conservation messages:

Take a photo at the photo booth to become a rescue team member
Introduce the rescue targets (endangered animals) and missions (how to rescue the animals)
Illustrate the threats to the endangered animals, attract visitors to rescue them (play with the tricks or watch motion graphics)
Provide take-away conservation tips that visitors can do in their daily life
Encourage visitors to support OPCF by showing them some successful rescue cases that OPCF has conducted

Conservation Exhibition Overview

Content Strategy

Our content strategy encourages online and offline interactions. All conservation messages are presented in a fun and entertaining way, visitors are encouraged to actively participate in the rescue journey, so they can better recall the conservation tips and practice them in their daily life.

Photo Booth

Encourage visitors to take some funny photos and share them on social media

At the ID-card photo booth, visitors are recurited to become an endangered animal rescuer

Salute to the visitors and invite them to take and share the photos on social media (e.g. Facebook) with hashtag e.g. #OPCF, #AnimalLover

Animal Cards

Rescue mission briefing to begin the journey

Locate the endangered animals in a map of Asia, and introduce their conservation status, threats, and their unique features
Introduce how to participate in the next “Rescue in Action” section
QR codes to bring visitors to OPCF website to learn more information

Rescue-in-Action Thematic Animations

Watch video with their mobile devices to save the endangered animals

Scanning QR code with mobile devices will bring visitors to a mobile site to watch motion graphics that explain the threats to the endangered animals
Different stories for three endangered animals to illustrate the threats they are facing, so that visitors can learn about conservation in a more fun way

Giant Panda – Love

Rescue team restored the bamboo forest and the pandas meet again.

Chinese Crested Tern – Family

Rescue team catches the thief and returned the egg to the tern family.

Whale Shark – Friendship

Rescue team catches the thief to release the shark.

Interactive Tricks

Find out what the threats to the endangered animals are

Simply flip a board cover, visitors actively discover how to rescue the animals from threats
Great activity for parents to teach their children to about animal conservation
Restore to original position automatically, allowing the next visitor to experience from the beginning

Takeaway Messages

Provide important conservation tips and OPCF’s successful stories

Introduce OPCF’s mission and values
Tell success stories in saving endangered animals to encourage more donation
Takeaway messages for visitors to do in daily life

Animation Features

We studied and researched the animal conservation information, and then put them into storyline. The campaign message instantly becomes more entertaining and compelling.

The creation of the motion graphics involves character design, storyboarding, keyframing. Characters and related graphics are carefully designed to fit the realistic yet fun style. Storyboards and key frames are crafted to illustrate the stories.

Character Design and Story Board

Benefits

For OPCF

Increase brand exposure and encourage donation

Demonstrate OPCF’s mission and vision through illustrating successful endangered animal saving stories
Interesting design attracts visitors to share the photos on social media, thus to enhance the publicity of OPCF
The overall engagement percentage raised over a double from 6.5% to 14%. The interactive display has successfully engaged the visitors learn more about wildlife conservation

For Visitors

Increase brand exposure and encourage donation

Through interacting with the display, visitors can obtain the conservation tips in a fun and interesting way
It is also an excellent approach for parents to educate their kids about conservation of wildlife
Simple conversation messages for visitors to learn and apply to their daily life

Results

In order to evaluate the effectiveness of the interactive display, OPCFHK has conducted an engagement survey internally before and after the interactive display was installed.

%

Overall Engagement Percentage, compared to prior-renovation

Testimonial

On behalf of OPCFHK, I would like to express our gratitude to Cou4 Interactive for your professionalism on our project which not only enhanced the show quality of the campaigns, but also helped raise awareness on wildlife conservation in an innovative, creative and highly effective way with the aid of infographic.

Ms. Joe Cheung

Assistant Community Education Manager
Ocean Park Conservation Foundation, Hong Kong

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