Build on Mother’s Rubberduckzilla TV campaign to introduce a seen-it-all-before male target audience to Oasis, a new fruit drink from Coca-Cola.
A series of augmented reality games that brought the Rubberduckzilla character and its water-phobic, Oasis-craving message to interactive life.
Mother had developed an appealingly bonkers central character for the campaign: Rubberduckzilla, a giant duck on the rampage against water and responsive only to Oasis.
We decided to take a fun component of the TV ads – RDZ smashing up buildings – and make it interactive in a way that would hit important sweet spots for our audience. The innovative technology would appeal to younger men, retro-styled interfaces would resonate with older ones, and games involving Godzilla-scaled destruction would appeal to both.
A major goal was to break down the high barrier to entry usually associated with augmented reality – the task of printing out the markers required to interact with it. We partnered with the Sun newspaper, who featured our large AR marker on one of their pages. Transforming one’s self into a building-smashing RDZ became as easy as holding up the morning paper to a computer screen.
- Seeing an experimental and slightly eccentric idea come to life in the mass media.
- Thirty-second commutes to team meetings with our friends at Mother.
- The chance to ask ourselves “What would Godzilla do?” on a daily basis.