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A creative campaign and interactive installation made to encourage families to visit and donate towards the Auckland War Memorial Museum.
A creative campaign and interactive installation made to encourage families to visit and donate towards the Auckland War Memorial Museum.
The Auckland War Memorial Museum relies on grants from the council and donations from the public as their only source of income. With visitor numbers decreasing since the covid epidemic and current "tap and give" donation machines being ignored, the Museum is looking to bring in more donations and visitors.
We chose to create a playful advertising campaign paired with an interactive donation installation at the Museum. The idea behind it is to use the campaign to engage with families leading up to the school holidays, and then lead them back to the museum to interact and donate using the installation.
The campaign follows Manaia the Moa going missing from the museum. In the weeks leading up to the school holidays, humorous sightings of her begin appearing in the museum's neighbouring suburbs. Each sighting leads to a qr code, taking the viewer to the Auckland Museum website.
The Manaia the Moa webpage is aimed towards the parents and features key information about the installation.
A big issue with the Museum's current "Tap and Give" machines were that it wasn't clear where the money was going, so we ensured that we displayed clear information about what the money actually does for the museum.
Manaia has returned to the museum! Children are encouraged to bring Manaia the Moa's native friends to life in the installation. They can pick one of three friends, who will run across the screen on the path drawn by each child.
After drawing a path for each animal, the families are asked if they would like to donate, and if they do, Manaia the Moa runs across the screen with the donators name trailing behind her, providing the families with a sense of fun and making the donation feel more rewarding.
By encouraging donations through a meaningful experience and campaign, the museum is more likely to receive contributions from the public, rather than relying on its often-overlooked “Tap and Give” machines. Donors who engage through the installation feel more valued and develop a stronger sense of connection with the museum, helping to foster a growing community.
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