This project has won 2014 APEX Award of Excellence
in category “Public Service Campaigns, Programs & Plans”
Interactive Display for Asian Wildlife Conservation
Client: Ocean Park Conservation Foundation, Hong Kong
Services: Content Strategy, Infographic Design, Integrated Marketing, Motion Graphics, Interactive Website, Illustration, Display, QR Code, Photo Booth
Ocean Park Conservation Foundation
Aims Campaign 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
OPCF Theme
Strategy Content Strategy
Ocean Park Conservation Foundation Panels
The theme of the entire interactive display is “Rescue Team”
The following stages are developed to promote the conservation messages:
Stage 1: Take a photo at the photo booth to become a rescue team member
Stage 2: Introduce the rescue targets (endangered animals) and missions (how to rescue the animals)
Stage 3: Illustrate the threats to the endangered animals, attract visitors to rescue them (play with the tricks or watch motion graphics)
Stage 4: Provide take-away conservation tips that visitors can do in their daily life
Stage 5: Encourage visitors to support OPCF by showing them some successful rescue cases that OPCF has conducted
Together with the theme “Rescue Team”, both online and offline interaction strategies were developed to achieve the campaign aims
online interaction offline interaction
Aims Campaign Benefits
For Visitors
Interesting learning experience & Useful Conservation Tips
Benefits for Visitors
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
Increase brand exposure and encourage donation
Benefits for OPCF
Introduce OPCF’s mission and vision through demonstrating successful endangered animal saving stories
Interesting graphics to attract 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
Strategies Online Interaction – QR Code Scanning
Motion Graphics
  • OPCE Motion graphics mobile site
    Motion Graphics and Mobile Website
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
The creation of the motion graphics involves character design, storyboarding, keyframing
Our creative team developed 3 stories – Love, Friendship and Family – to introduce the threats to the animals, so that visitors can learn in a more entertaining way
Chinese Crested Tern Whale Shark Giant Panda (click the image below to watch motion graphics)
Chinese Crested TernMother tern leaves the nest to find food for her baby tern; A thief steals an egg in the nest; Rescue team catches the thief and returns the egg to the tern family Whale SharkTwo whale sharks are playing in the ocean; A thief catches one of the sharks; Two sharks cries for help; Rescue team catches the thief to release the shark
Endangered Animal Cards
locations of endangered animal
Locate the endangered animals in a map of Asia, and introduce their conservation status, threats and special features
Introduce how to participate in the next “Rescue in Action” section
Bring visitors to OPCF website to read further information
locations of endangered animal
Strategies Offline Interaction – Tricks and Photo Booth
Simply flip a board cover, visitors can discover how to rescue the animals from their individual threats
Good activity for parents and kids
Restore to original position, allowing the next visitor to experience from the beginning
Trick Sample
Photo Booth
Photo Booth Mock Up Photo Booth Photo Booth
Take photo and become an endangered animal rescuer at ID-Card Photo Booth
Salute to the visitors and invite them to take and share the photos on social media with hashtag