CGI / animation, Creative design, Gamification
Working with True North and CBBC, we devised and produced the Junior Vets online game, allowing kids to get stuck-in and help animals. Our game was to accompany the not-yet commissioned Juniors Vets CBBC series.
Whatever we came up with, we thought it should authentically extend out the core of the show, without merely duplicating it. Researching what game types and experiences already existed on the CBBC site, we mapped and observed that there were a lot of short-form 'click-jump-kerpow' games, but not a lot of longer-form challenges. That gave us the insight and we built-out our game out from there.
The format we devised was a series of delightfully tactile games, that combined to become gradually harder and harder to play, without end.
We tested early versions of the game in the BBCs own user-lab in Salford; where we viewed kids use the least-expected tactics to 'hack' the game of show us strategies to break the experience entirely. All great input which we learnt from and grew the project with.
One of the notable successes was a demonstration' teaser' for the game, allowing the kids to play a couple of the games before encouraging them to sign-up for the kids' version of BBC-ID.
We've anecdotally heard that this device drove the highest number of kids BBC_ID sign-ups ever, up to that date. We estimated that at one point, the number of kids playing our game meant that approximately one million animals were being helped a week.
This innovation programme is part of a wider digital transformation going on within the Royal Navy.
LTM may not have had the website it needed yet, but what it did have was detailed research and personas — they knew who their visitors were. T...
