ABOUT

Concept: Combine augmented reality and chatbot functionality to create an AR expert guide, who helps connect SEA LIFE visitors, particularly families with kids of 4-10 years old, to the London Aquarium's sea creatures, increasing the entertainment and educational values of the experience.

Execution: An animated CGI character, Roxy, is presented in AR space through a native mobile app. She communicates with the visitors through a chat interface, and gets them to complete challenges around the sea creatures involving counting, measuring and observing. The kids are rewarded with ranger cards that they collect and are encouraged to quiz their grown-ups at the end of each section.

Results:
Increase in dwell time of 25% (KPI target set by SEA LIFE was 10%). Independent research trials reported that children and parents are excited and impressed by the app, with feedback centred around 4 key themes:
- Something they haven't experienced in an attraction before
- Portrays SEA LIFE as modern and innovative, offering better value for money
- A fun and entertaining experience for kids and the whole family
- Interactive and educational with heightened engagement for the kids; they slow down and enjoy the experience rather than rushing through