When was the last time you went to the Aquarium? If like us, the answer is an age ago, then you’re not on your own. Sunshine aquarium in Tokyo was suffering from dwindling footfall numbers and decided to do something about it. Situated less than 1km away from the nearest train station, location wasn’t the issue. People had just forgotten about it and were being distracted by all of the newer tourist attractions. So, they created the penguin NAVI app.
Shoppers were encouraged to download the app at the nearest station via QR codes (we know, we know. QR codes? Really? We were sceptical too, but bear with us) and once activated, an augmented reality rookery of penguins appear out of nowhere to guide shoppers along the short walk to Sunshine Aquarium.
And it seems like the cuteness factor paid off. Aquarium attendance increased 152% in the month the campaign ran; and people who downloaded the app spent an average of 9 minutes with it. Not bad considering the short distance should take even the slowest of walkers 5.