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CityGT
- Client
- JWT Melbourne
- Project launched
- September 16th, 2009
- Concepts
- 3D, Gaming and Game Technologies, iPhone, Mobile device content, Viral Advertising
- Technologies
- iPhone, Unity 3D, Objective C, wireless networking
- Visit site
- Outcomes and recognition
- bestadsontv.com weekly winner in the best outdoor category
CityGT video by JWT Melbourne
In early 2009, VicRoads approached JWT Melbourne with an idea for helping curb the use of mobile phones whilst driving – a problem that has become increasingly prevalent in our technology-driven society, and one that increases the risk of crashing by up to four times whilst talking, and 23 times while texting.
Building a world-first
JWT approached Millipede with the question, “is this possible?”. To which we replied, “yes. Yes it is.” The idea was that the user was to control a driving game using their mobile phone. Whilst playing, the game calls the user’s phone. If the phone is answered, the user is played a pre-recorded message about the dangers of talking on a mobile phone whilst driving- then the game will crash the users car, ending the game. Harsh Kapadia and Chris Andrews from JWT- total champions! Stunning idea guys. Millipede were contracted to build the driving game in full 3D, and the technology required to interface the user’s mobile phone to the game. The solution? A very clever iPhone app that bends a few rules!
From concept to fruition
Launched on September 6th 2009 in Federation Square, CityGT is a driving game that can be downloaded for free on the Apple iTunes store. The user could either play the game on their iPhone/iPod touch, or hit ‘play bigscreen’ which would see their device turn into a virtual steering wheel to control the game on the 40ft screen at Federation Square. With cutting edge graphics and world-first gaming technology, the game was launched branded simply as ‘CityGT’ and played as a normal driving game. The twist? After navigating the roads for a minute or so, the phone rang as if a genuine call was coming through and drivers made a choice to either ‘Accept’ or ‘Decline’ the call. Should they choose to ‘Accept’, the car crashed and a short message alerting drivers to the dangers of talking on the phone while driving was spoken through the handset. Conversely, choosing to ‘Decline’ the call resulted in players potentially finishing the course successfully, and being rewarded with a congratulatory message and the opportunity to add their results to the scoreboard.
An amazing campaign
Supported by a PR campaign promoting the game launch, a tour to major regional areas around Victoria where people had the opportunity to play the game on mobile Scooterlites, and an assortment of non-traditional media and engagement methods, the campaign massively exceeded expectations. The launch was featured on all major news networks that night and generated significant amounts of online discussion resulting in significant equivalent media spent, the game was downloaded over 30,000 times in Australia in its first month and rapidly climbed the list of ‘Featured Apps’ in the Apple iTunes store, and the website gained hits from almost 40 countries worldwide.
Check out the CityGT launch video at http://www.citygt.com
Download CityGT from the App Store for free:
