‘Follow the Penguin’ is a unique augmented reality app that helps to guide people to the Sunshine Aquarium in Tokyo. As traffic to the aquarium dwindled, Japanese advertising and PR agency ‘Hakuhodo’ was asked to come up with a clever way to drive traffic to the aquarium.
The aquarium is conveniently located close to public transportation and from there, the Follow the Penguin app guides users to the aquarium. When this app is used, augmented reality technology makes an adorable digital huddle of penguins show up on-screen, waddling before a user in the direction of the aquarium.
The campaign was successful in increasing aquarium visits by 152% and it was noted that time spent on the app on average was about nine minutes — which is actually longer than it takes to get to the aquarium by foot.