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Project Overview
Eggs are good for you. But some eggs can turn bad, fast.
Do you know how to tell the difference between a good and a bad egg?
According to the NSW Food Authority, many people don’t. Which is bad news when you consider the health implications. That’s why they charged Apparent with the challenge of developing a way to communicate this simple safety message in a way that was both informative and entertaining.
Project Commissioner
Project Creator
Team
Phil Smith- Managing Director
Tom Hutton- Creative Director
Ben Morrow- Senior Producer
Andrew Peel- Senior Designer
Steve Hurley- Senior Copywriter
Brianne Kimmel- Account Service
Project Brief
The NSW Food Authority have a big presence at The Royal Easter Show in Sydney each year. The Show is a favourite with families so it’s an ideal forum to start the education ball rolling on issues of food health and safety. With 4 weeks to go before the Show opened, they came to Apparent with a challenge – tell as many people as you can who visit our exhibit about the difference between good and bad eggs.
When you think about it, eggs don’t immediately present themselves as inherently interesting or overly exciting. Our brief was to change that perception. And get the message to stick. And along the way, inject some life into some fairly dry facts.
1. Use clean eggs, free from dirt and cracks
2. Keep eggs cold in the fridge
3. When handling eggs keep hands, surfaces and utensils clean and dry
Excitingly, they gave us a clean slate to work with and that allowed us to develop something unexpected.
Project Innovation / Need
Quite simply, the app we developed to meet this brief was an innovation because we were able to achieve the improbable – we made eggs FUN.
At it’s core the game was about presenting education messages based on safe food handling practices. In reality it was interactive game – Good Glen and the Bad Eggs, that was addictive to play and simple enough for a young child to enjoy.
A classic whack-a-mole style game would resonate with the older audience and the younger audience used to playing quick, slashing games such as Fruit Ninja and Angry Birds. Apparent brought the egg safety messages to life by creating easy to identify characters and giving them ‘personalities’ that would resonate with children and adults alike.
You've got 30 seconds to tap and zap the Bad Eggs- Harry Hot Head, Buster and Dirty Bertie- as they appear. Score points for zapping each bad egg. But don't zap Good Glen- he's one of the good guys- or you'll lose points!
Can you tell the difference between good eggs and bad eggs, meet the eggs and play the game!
User Experience
Big graphic elements, easy to use controls and a simple to follow set of playing instructions make this easy to play for even the youngest player.
Users are first introduced to each character. Instructions screen explains the game and points for characters. Game starts slowly, but if the user is quick the speed at which characters appear accelerates to cater for various skill/age levels. An egg timer displays the remaining time to play. As the user taps a Bad Egg, a message is displayed alone with the score and a 'crack' sound effect. If a user zaps Good Glen, then a "Nooooh" is heard and points are deducted.
A How Do You Rank board was created to get users to compare their egg smashing abilities against Eggspert, You're eggcelent, Eggstremely good and other defined skill levels.
Children were asked to see if a mate could beat them to encourage more players at the Royal Easter Show. Posters and additional resources were used to promote app downloads, so visitors to the Royal Easter Show could take Good Glen and the Bad Eggs home on their iPhone/iPad.
Project Marketing
Essentially, there was no marketing strategy for this app. No budget was made available to make people aware of its existence and there was no expectation that it would have a life outside of its ‘once-off’ status.
Good Glen and the Bad Eggs was created to be used exclusively for the 2012 Royal Easter Show in Sydney. It was to be played exclusively on a bank of 4 dedicated iPads, available 12 hours every day for the duration of the show. During that time, its estimated that Good Glen and the Bad Eggs was played over 50,000 times. It was also available as a download on the iTunes store.
To say that it was hugely popular is an understatement. Indeed, because of it’s popularity the NSW Food Authority and NSW Health have featured the app on the NSW Government website and in children’s health education materials.
Good Glen and the Bad Eggs has also been featured on the Global iPhone/iPad App News and Review "AppAdvice" as being "...Eggstremely Smashing... It may seem a tad simple and maybe even childish. But it's actually fun to play over and over again...."
Tags
Education & Family
This category relates to educational and family games developed for the mobile platform.
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