Strategy, UX & UI Design and development
Despite the water slides, entertainment shows and stacks of kids entertainment on board a Royal Caribbean cruise, there was a persistent perception amongst potential consumers that cruises are not for families with kids.
Royal Caribbean asked us to help them develop and deliver a creative solution to do away with this misperception and expand the appeal of cruises to families with young children.
According to the electronic game commission, 1/3 of UK families play mobile games together. In light of this statistic, we explored the idea of creating a game that could excite young children about the prospect of a Royal Caribbean cruise. The insight here was that if we could turn children into advocates, this would be a very effective means for getting the decision maker in the family on board.
The game concept that took forward to launch was a simple but highly addictive continuous runner game featuring the misadventures of a stowaway penguin slip sliding his way around the decks of a Royal Caribbean ship.
We were blown away by how well Penguin Ahoy! did amongst children and surprisingly, older demographics:
- 10,000 hours of gameplay in the first month
- Top 10 in the App Store (Games category)
- Featured on the Google Play Store
- Winner – Destination Marketing Solution, Mobile Travel and Tourism Awards 2014.