Painting an underwater world
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Aquadoodle for Sydney Aquarium
Conceptual brand identity, naming and UI, created with Tractor and Mentally Friendly
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The challenge
To research the digital experience within and away from the Sydney Aquarium. Ideate and identify digital products or services which could improve the experience of visitors before, during and/or after their visit.
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The objective
To create an experience that increases kid’s awareness of the undersea world in a fun way that encourages their creativity. The experience must seek to maintain and increase physical foot traffic including attracting new visitors and encouraging return visitors to keep coming back over the next five years.
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The result
Aquadoodle is a digital paint pad and encyclopaedia combined in one, whereby kids paint and colour in a variety of aquatic wildlife to unlock their profiles and learn about them and their natural habitat. Available as an app, it’s designed to be used before and after their visit to the aquarium. Completed paintings are uploaded to a digital gallery which features at the aquarium. Weekly winners are selected and prizes include 50% off their next visit to any Merlin Entertainment site.
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Persona
Meet Casper…
He loves fishes, babycinos, dinosaurs, trains and going to the park with his big sister Cleo.
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Psychographic
He’s easily distracted…
Casper gets bored very easily and spends a lot of time watching ABC Kids. He also draws on things he shouldn’t.
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Demographic
Inner City family…
Casper doesn’t get to the beach as much as his family would like, they live quite far from the sea.
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Key behavioural learnings
Occupying a young mind…
Casper would benefit from something that would keep him busy in a fun but educational way.
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Credits
Phillip Peet (Tractor Lead)