Brief

Our brief from Wet ‘n’ Wild required us to solve two key challenges: 1. Keep customers returning to Wet 'n' Wild over Summer. With so many competing theme parks in the area, Wet 'n' Wild's customers were visiting once, then moving onto the next. 2. Help customers feel comfortable with NFC Technology. Currently being used in-park as a water-proof form of payment, customers were unfamiliar with NFC and as a result, add-on sales were dropping. 

Solution

We called on already-loyal customers to claim their place in either the Red or Blue team. They were encouraged to rally others to join their team, take part, and share in the prizes. Every player received an NFC team wristband. By scanning it at specially created stations, they could earn points for their team. The wilder the ride the more it was worth. By making NFC central to the creative, not only did we create an Australian theme-park first, but our audience became comfortable with the technology, maximizing potential add-on purchases like food and drink in-park. Summer Games involved thousands of people and rewarded them all, giving people a clear incentive to visit Wet ‘n’ Wild over competing theme parks and in turn, creating thousands of brand advocates

Awards

2013 IAB - Creative Showcase Award
2013 Spikes Asia - Direct
2014 Aimia - best online service tourism/travel

Creative team
Executive Creative Director : Gavin Heron
Senior copywriter : Emma Park
Designers : James Cook, Pascal Van Der Haar
Technical Director : Erik Hallander