| Title | PENGUIN NAVI |
| Brand | SUNSHINE CITY CORPORATION |
| Product / Service | SUNSHINE AQUARIUM |
| Category | A09. Best use or integration of digital or social media |
| Entrant | HAKUHODO Tokyo, JAPAN |
| Entrant Company | HAKUHODO Tokyo, JAPAN |
| Contributing Company | HAKUHODO Tokyo, JAPAN |
| Contributing Company 2 | ERBA HOLDINGS Nagano, JAPAN |
| Production Company | HAKUHODO PRODUCT'S Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Michael Glenn/Nick Uemura/Koji Kurosawa/Hisako Sudo/Kohei S | ||
| Ryosuke Fukushima | Redhill | Flame Artist |
| Takahiro Uchiyama | Freelance | Music Composer/Music Producer |
| Hirotaka Matsuoka | P-Camp | Music Composer |
| Ryosuke Fujimoto | Flows | Co-Director/Editor |
| Yuki Saito | Sdp | Director |
| Joji Hayashi | Spice | Cg Director |
| Mihiro Matsukawa | Erba Holdings | Ar Programmer |
| Ryo Takahashi | Erba Holdings | Ar Planner |
| Naoko Soejima | Erba Holdings | Ar Editor |
| Shota Nakajima | Erba Holdings | Ar Director |
| Yosuke Miura | Hakuhodo Products | Production Manager |
| Shinji Asano | Hakuhodo Products | Producer |
| Hirohumi Nobuta | Hakuhodo Products | Producer |
| Hiroshi Kaneda | Hakuhodo | Account Director |
| Takahiro Nagai | Hakuhodo | Designer |
| Takuya Fukasawa | Hakuhodo | Planning Director |
| Shinya Tokuhisa | Hakuhodo | Strategic Planning Director |
| Katsuhiko Suzuki | Hakuhodo | Cd/Copywriter |
| Sunshine Aquarium | Hakuhodo | Cd/Art Director |
The metropolis of Tokyo is a buzzing hive of activity with hundreds of thousands of distractions—so many in fact that visiting the famous Sunshine Aquarium, which has been around for 35 years, had fallen off many people's radars. To make matters worse, the Aquarium is located in an extremely dense part of the city and it's nearly a kilometer from the nearest station. We had to find a way to attract more visitors to the Aquarium and, just importantly, make sure they had no trouble finding it.
We designed an augmented reality GPS system featuring penguins that lead the way to the Aquarium. Our GPS penguins walk and move exactly like real penguins. It was a world first: motion capture technology applied to penguins. Humans are naturally entranced by cute animals. With our App, all anyone with mobile phone has to do is follow the penguins. They lead straight to the Aquarium. It's so entertaining that all other distractions go unnoticed.
Get the cutest aquarium inhabitant---penguins---to guide visitors to the Aquarium.
Attendance at the Sunshine Aquarium increased 152% over the previous month despite no change in exhibition content. People who downloaded the App spent on average more than 9 minutes at a time playing with it. More than 32% of users opened the app more than 7 times and 93% of users planned to recommend it to friends/families. Penguins brought not only people to the Aquarium, they also brought smiles.