I Play Green, And You?

Shoppers picked up green tips at Funan DigitaLife Mall and Clarke Quay using augmented reality

Issue: Aug 2013

'I Play Green, And You?' used augmented reality to get shoppers at Funan DigitaLife Mall and Clarke Quay to pick up green tips
'I Play Green, And You?' used augmented reality to get shoppers at Funan DigitaLife Mall and Clarke Quay to pick up green tips

Move over, virtual reality. The latest experience in technology is augmented reality. Augmented reality enhances real world experiences with the help of computer-generated sensory input such as sound, video, graphics or GPS data. Shoppers had a chance to experience augmented reality during this year’s Earth Hour Day celebrations at Funan DigitaLife Mall and Clarke Quay.

A passionate advocate of the environment, CapitaLand has never been short of green ideas. From Wear Less Day in CapitaLand properties (staff and stakeholders were encouraged to dress down in the office so temperatures could be turned up to save energy) to Bring Your Own Shopping Bag campaign at CapitaMalls – CapitaLand has always sought to inject fun into the green message even as it worked to increase awareness about the need to protect the Earth through responsible use of resources.

Frog-hunting for a Cause

(Left: Funan DigitaLife Mall; Right: Clarke Quay) Shoppers had fun hunting for the CapitaFrog and picking up green tips
(Left: Funan DigitaLife Mall; Right: Clarke Quay) Shoppers had fun hunting for the CapitaFrog and picking up green tips

On Earth Hour Day this year, CapitaMalls Asia raised the bar on creativity again. For the first time, two CapitaMalls in Singapore – Funan DigitaLife Mall and Clarke Quay – launched the ‘I Play Green, And You?’ programme that made use of augmented reality. Shoppers were encouraged to search the properties for CapitaFrog. Each CapitaFrog offered a tip on how to save the environment.

The virtual frogs, each with a green tip, can only be seen using a special app on smart phones
The virtual frogs, each with a green tip, can only be seen using a special app on smart phones

The twist was that the amphibious mascots were virtual. To see the CapitaFrog at Funan DigitaLife Mall’s Level 1 Atrium and Clarke Quay’s Central Fountain Square, shoppers had to download the LAYAR augmented reality application onto their iPhones or Android phones, and scan the QR codes at the malls. Each CapitaMall had 10 frogs hidden within it. The first 20 shoppers to e-mail a screen grab with a CapitaFrog each received S$50 CapitaVouchers at Funan DigitaLife Mall and S$50 dining vouchers at Clarke Quay. In addition, shoppers who presented screen shots to the Customer Service counter at Funan DigitaLife Mall were given a pair of Jia Jia and Kai Kai eco bags. In total, 80 of the ecologically-produced shopping bags were given out.

Partnership for a Cause

80 shoppers at Funan DigitaLife Mall who “found” the CapitaFrog walked away with these Jia Jia and Kai Kai eco bags
80 shoppers at Funan DigitaLife Mall who “found” the CapitaFrog walked away with these Jia Jia and Kai Kai eco bags

The innovative learning trail was a collaborative effort. CapitaMalls Asia staff first came up with the idea, and then worked with students from Singapore Polytechnic’s School of Digital Media and Infocomm Technology and DAW International, a Zurich-based digital arts festival, to develop and execute the project.

“At CapitaMalls Asia, we are firmly committed towards developing green malls and managing them in an environmentally sustainable and resource-efficient manner. More than that, we believe in spreading the green message through our malls, which serve as anchors in the communities where they operate. Incorporating augmented reality into our green campaign was our way of reaching out to our shoppers in an interactive and fun manner . We look forward to more of such initiatives to further spread the green message,” said Billy Chua, General Manager, Funan DigitaLife Mall, Clarke Quay and The Star Vista.

Georgina Phua, Director, School of Digital Media and Infocomm Technology, Singapore Polytechnic said, “We are happy to partner with Clarke Quay and Funan DigitaLife Mall and ETH to raise awareness for Earth Hour by tapping on the power of digital technology. The interactive virtual exhibition is a good platform for Singapore Polytechnic students to showcase their creativity and sharpen their technical skills, while contributing to the green cause.”

Guides were on hand to show shoppers how to use the app to locate the CapitaFrogs and their green tips
Guides were on hand to show shoppers how to use the app to locate the CapitaFrogs and their green tips

In the lead-up to the event, CapitaMalls Asia’s websites and Facebook accounts ran promotions and posters were put up at the malls. When the big day came, guides were dispatched to the malls to show the shoppers how to use the app to find the CapitaFrog. All the prizes were redeemed in the first weekend. The shoppers all thought it was a refreshing way to learn about sustainability.

The response for this initiative has been so encouraging that CapitaMalls Asia is now working to bring shoppers yet another experience with augmented reality. Clarke Quay is developing a Destination-cum-Heritage app that serves as an information guide plus heritage trail, which is targeted to launch end of the year. So, look out for another chance to test out new technology and go green at CapitaMalls.

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