The creative execution leads people to having a live three-dimensional zoo animal sitting on their newspaper as they look through their mobile phone. To be physically this close to an exotic animal is exactly what the Close Encounters are all about, and this is the first ad using this technology ever to be used. This kind of an ad was bound to stop people in their tracks, and to feel the excitement of being this close to a zoo animal.

This campaign was extremely effective, creating a definite buzz around town about the new technology, and creating high awareness around the Wellington Zoo Close Encounters. When asked about the close encounters tours, many people immediately linked it with the Augmented Reality technology.