Taronga // Monkey Mayhem
EXTEND TARONGA'S CONSERVATION MESSAGE
Taronga is more than a zoo, it's a conservation organisation that conducts significant research and environmental education efforts. With almost half of zoo visitors owning smartphones and almost 90% of them being iPhone users, we saw the opportunity to extend these efforts from online to mobile via a custom-made application.
Brief:
Target zoo visiting families with an app that would enhance the zoo experience and encourage exploration.
View App
HARNESS MOBILE
We conceived an interactive game that encouraged exploration of the zoo with the aid of Google Map integration. Active participation was also key to maintaining involvement, so we asked kids to use parents' phones to photograph the animals, unlocking information when added to the Zoo Manual.
MAKE IT FUN
The Monkey Mayhem app gives kids ownership of their visit, providing them directions around the zoo, and uses incremental rewards like unlockable content to encourage purposeful exploration. Content is also customisable and shareable.
APP STORE DOMINATION
Within 4 weeks of the launch, Monkey Mayhem has been downloaded over 60,000 times, been featured in the App Store, reached number 1 in its category (Educational Games), received priceless PR across news, mobile and marketing publications and generated 5,500 opt-in emails for Taronga.