Kids & Technology
Mobile App
Idea 01 – Quest/ Ingress
An app that looks to create new connections with technologically reliant youth, in an effort to get
them off social media/ technology and creating more physical friendships/ connections
User logs onto the app (could access Facebook preference settings?), input their personal settings
and from their it will influence the character that they become; Warrior (strong), Mage (intelligent),
Rogue (cunning).
From here they can do individual and group quests; individual quest improving the users abilities
and helping them with things they can improve on in real life - you will unlock new achievements,
loot, adapt your character. Group quests getting you to meet up with different users to help combat
harder bosses, each individual providing different positives they can add in.
Can be based around schools so that it can be run by teachers in a positive/ safe environment,
teachers could be involved as bosses.
When pitching the idea, as opposed to pushing it towards the schools, could focus on the teachers
who go the extra mile, have them initiate it/ help with the process.
Idea 02 – Tamagotchi/ Pokemon Go/ Wokamon
An app that is active in the background and the user can improve their ‘character’ through literally
moving around (based on the GPS/ pedometer)
User logs onto the app (could access Facebook preference settings?), input their personal settings
and from their it will influence the character that they can adopt; green monster, blue etc.
Ben
Pet one, animation about it - describing the app, personality test - pet based on your test; broken
pet - guardians, guard an area - beach forest school, when in an area specific quest starts (GPS
based); find something to help heal your guardian,
Parents in control, kids don’t have phones, do the dishes - star rating; 10 stars they get a reward -
rewards
guardian - go to a location, same pet same place; guarding the beach, invade other territories -
capture the flag/ return to the forest,
Scott
Pet idea - look after, status bar; care for: socialise, be active - evolve your character when you do
different things,
Key points
Personality Test
Initial landing page when the app is downloaded to define characters key abilities (the child/
individuals key point of difference)
Night/ Day
Limited to certain times to play, recharge rate (one activity every x hours)
Quests
Different bosses/ quests for each section of ‘wellbeing’
Customisable Pet
New loot/ achievements allow you to update your character
Characters evolving - developing new traits/ unlock new things
Status Bar
5 points of wellbeing – 5 different categories of the character
Connect Active Give Notice Learn
Friendship Strength Kindness Vision Wisdom
Friendship
Connecting with new characters – meet people who have similar interests, or different but
can help benefit you with their differences, to complete a mission/ quest
All team quests improve this
Strength
Walk an x amount of steps (based off GPS/ pedometer)
Get to a location in an x amount of time
Jump an x amount of times/ do star jumps (with phone in hand to monitor motion)
Kindness
Send ‘love/ gift’ to existing/ new friends
Help contribute to a mission with other characters
Trade accessories/ items
Vision
Photograph a new scene/ location individually/ with a friend to complete a quest
- Finding lost treasure, shooting it sends it back to base for you to unlock
- Map to unlock new quests
Wisdom
Complete logic/ puzzle quests
Strength Quests
Background/ Long term: Pedometer based
Help Martin Yeast trek through the lost jungle, walk 5km
[create quests that relate to each of the status’ for Wednesday]
MY LITTLE GUARDIAN
Full Breakdown of how we need to run our Campaign
BREAKDOWN
Strong Content
“Entertainment rather than advertising… We figured if traditional PSA’s repel people, then we
should really try to create one that attracts them. ... It was the counterintuitive nature of the idea,
the weirdness and positivity of the execution, the sheer joy of the song and the video, and the
attention to detail across all elements of the work that ensured its success”
(Exec Creative Director John Mescall, Ad Age Interview, 2014)
Sharable
The main film launched online featured adorable, amorphous characters and a catchy tune --
key parts of the strategy to promote virality. To maximize sharability, "we gave it universal appeal
with grizzly bears, piranha, rattlesnakes and the like… The blob people don't have race or sex
attached to them. We made it easy to share in bite-size chunks, launched it across many
platforms and with a karaoke version to encourage parodies and tributes”
(Exec Creative Director John Mescall, Ad Age Interview, 2014)
Have a story to tell
“Anything you can do to create stories around your ideas, you should”
(Exec Creative Director John Mescall, Ad Age Interview, 2014)
Longevity
In May, McCann launched an app version of the spot, ultimately extending the campaign's
longevity.” Once the video started to tail off a little, we released the game and it quickly
became the No. 2 free app in more than 20 countries
Interactive
Bold posters and ambient displays that were fodder for Instagram and social media. Passers-by
could shoot themselves alongside the campaign's characters and press a giant button to take
the pledge to be more cautious around trains.
Teaching tool
The agency turned assets of the campaign into a teaching tool for kids in the form of a book -
extending the reach to classrooms - and not just in Victoria, but around the world.
POTENTIAL POINTS TO INCLUDE
Animation/ Jingle
Animation promoting the characters, notions of social interactivity/ exercise etc. Catchy jingle that
would relate well to kids and would be open for ‘rip-offs’ and the potentiality to go viral.
Mobile App
Interactive mobile application that targets improving the 5 points of wellbeing. Involves individual
and group quests, customisable characters. Each app would be registered within their own school -
this would denominate which ‘world’ their character would be living on and the topography of the
map would be relevant to each individual.
Personality Test
Initial landing page when the app is downloaded to define characters key abilities (the child/
individuals key point of difference)
Night/ Day
Limited to certain times to play, recharge rate (one activity every x hours)
Quests
Different bosses/ quests for each section of ‘wellbeing’
Customisable Pet
New loot/ achievements allow you to update your character
Characters evolving - developing new traits/ unlock new things
Status Bar
5 points of wellbeing – 5 different categories of the character
Connect Active Give Notice Learn
Friendship Strength Kindness Vision Wisdom
POTENTIAL QUESTS
Friendship
Connecting with new characters – meet people who have similar interests, or different but
can help benefit you with their differences, to complete a mission/ quest
All team quests improve this
Strength
Walk an x amount of steps (based off GPS/ pedometer)
Get to a location in an x amount of time
Jump an x amount of times/ do star jumps (with phone in hand to monitor motion)
Kindness
Send ‘love/ gift’ to existing/ new friends
Help contribute to a mission with other characters
Trade accessories/ items
Vision
Photograph a new scene/ location individually/ with a friend to complete a quest
- Finding lost treasure, shooting it sends it back to base for you to unlock
- Map to unlock new quests
Wisdom
Complete logic/ puzzle quests
Strength
Background/ Long term: Pedometer based
Help Martin Yeast trek through the lost jungle, walk 5km
Vinyl Stickers
Vinyl stickers based off the ‘Guardians’, can be either
Large striking characters placed based on locality dependant on the Guardians characteristic
(Wisdom – Intellect, Vision – Notice)
Could have customisable characters so that the kids can create their own ‘Guardians’ and
integrate other aspects of wellbeing – Put onto water bottles/ lunch boxes/ bags/ pencil cases etc.
Educational Booklet
Booklet that could define how to have a healthier life style and promote positive life styles within
youths to begin changing negative mind sets currently instilled within society.
3D Character
Print out a 3d model
They hatch out of eggs to be born - different characters hatch differently
Ben/ Brosmind style – food/ animals
MONSTERS UNIVERSITY – Create a Monster
Character Creation/
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