2009 PRO Awards: Interactive Aquarium

Agency: Arnold Worldwide
Client: Carnival

Carnival Cruise Lines has strong awareness, but was having difficulty overcoming misconceptions about cruises in general. To show people of all ages that Carnival is “fun for all”, they created Carnival branded interactive video aquariums in available storefronts in the cruise line’s six key markets: Baltimore, Dallas, Houston, Los Angeles, New York and Washington D.C. Carnival’s goal was to generate meaningful interactions with customers and increase their perception of the brand.

The virtual aquariums, made with computer vision technology, Flash and mobile gaming software, were designed to engage passersby in a fun, spontaneous and highly entertaining interactive underwater experience. The tank included “make your own” fish that visitors could feed and play with.

Motion detection from people walking by activated the aquarium, moving plants, fish and water to look like a live tank. Signage invited passersby to dial a number on their cell phones to create their own, personalized fish, including making their own sounds, and directing the fish throughout the tank, all from their mobile phone, as well as a variety of other fun things. They could also save their fish and retrieve it later using their phone. Afterward, consumers receive a text message inviting them to visit carnival.com/funville for additional activities and information.

The windows have recorded 6,200 minutes of interactivity to date. Brand interaction was nine times higher than Carnival’s rich media ads, and the mobile phone opt-in rate was double the cruise line’s projections.