Jurong Point and Isobar Singapore create an augmented reality zodiac game for CNY

Huat Huat.jpgIsobar Singapore has created a fun augmented reality game for Jurong Point Shopping Centre based on the Chinese zodiac for this Chinese New Year.

Adventures of
 Huat Huat The Doggo sees a mischievous monkey scattering oranges throughout the virtual garden, requiring shoppers to help Huat Huat collect the oranges back, in time for Chinese New Year.

Adventures of Huat Huat The Doggo was developed by Isobar Singapore using Apple's ARKit. The game was designed to be played within a custom physical build area in the mall. The team also designed a 3D Trick Eye element in the form of a large-area floor sticker so that shoppers don't have to be in the experience to see the experience. So elements in the 'garden' like the log, sitting stones and trees are actually part of the 3D Trick Eye.   

Qualified shoppers just need show their proof of purchase (minimum spend of $28 in a receipt) to obtain a tablet which has the game configured. As they walk in the 'garden' to collect oranges, shoppers can be aided or hindered by the other zodiac animals. With 2018 being the Year of the Dog, Huat Huat is the zodiac 'hero' who helps collect all the oranges with the help of shoppers.

Huat Huat 2.jpgEach orange collected will earn shoppers points, with those chancing upon the Golden Orange getting additional points. Accumulated points can then be exchanged for $10 or $20 Jurong Point shopping vouchers. Lucky shoppers who find a special Treasure Box, which appears at random, will walk away with additional $50 Jurong Point shopping vouchers.

Left: Artist Impression of the physical build at Jurong Point Shopping Centre with the 3D Trick Eye element.

This is the second time that Isobar has created a virtual game for Jurong Point, with the first being a "Santa's Magical Sleigh" VR experience in 2016 for Christmas.   

Chye Yong Hock, Innovation Director for Isobar Singapore, said, "We've worked with Jurong Point before, and knew they're open to the use of experiential technology in physical retail gamification as a point of differentiation to excite and engage their shoppers.

HUAT HUAT IN MALL.jpg"AR has been getting more ubiquitous thanks, in part, to the latest devices incorporating AR such as iPhone X, as well as Google and Apple's SDKs (ARCore & ARKit). This campaign gives us an opportunity to blend charming local culture together with the newest mobile AR technology, allowing us to create a compelling retail experience that the masses will find easy to relate to."

William Seet, General Manager for Jurong Point, commented, "Jurong Point actively seeks the latest trends and technology to bring joy to our shoppers. We are happy that we can enhance our shoppers' experience at the mall, especially during this festive period through this AR interaction game." Jurong Point is owned and managed by Mercatus.

Credits -
Innovation Director - Chye Yong Hock
3D Design - James Ong Yong Sen, Terence Lim, Wong Chee Hui
Copywriting - Samantha Tan
Art Direction - Brenda Lee, Melissa Wee
Account Management - Sim Sok Yin, Nadine Thumboo
Software Development - Pearl Chye, Navaneeth Sreekandan

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.