#ruthkent

New Cadbury World interactive experience 

Cadbury World is at the very heart of the Cadbury brand; allowing visitors to experience the magic behind the world-famous chocolate brand in the historical town of Bourneville, where Cadbury was founded, over 200 years ago.

The Cadbury World refit was comprised of a series of attractions, the most treasured being the bringing to life of ‘Joyville’. The Joyville environment was maintained by a centralised ‘show controller’, which triggered commands to such elements as music speakers, lights and doors.

At the centre of the Joyville journey was an interactive 4D experience, where visitors got to watch chocolatey characters come alive in front of their eyes. 3D glasses were worn while sitting on specially rigged seats, which moved along with action taking place all around them.

For contra to create a magical interactive game for Cadburys Joyvile, we had to take a holistic view of the visitor experience....

Contra Agency's process

Contra were commissioned to enhance this fantastical journey with the creation of multiple interactive games. A series of six kiosk-based games were designed and built by Contra, each augmenting the overall Joyville experience. Each game had a different chocolate-based adventure to complete, all of which greatly entertained visitors, adding to their delightful Joyville journey. The games were managed centrally via an easy-to-use app; also delivered by Contra.

Contra elected to use Unity to build the games. The benefits were clear; elegant and powerful handling of multimedia assets, a versatile physics engine and the overall capability to create engaging and entertaining games.

The games success

Top ten tips:

When compiling your initial list of recipients for your RFI, go for recommendations first; word of mouth/via your own network. Next look for agencies with relevant experience. Don’t ask your incumbent if they really have no chance!

When making your ‘first cut’ consider using a scoring matrix that you share in your RFI. It makes selection easier (you’ll be more likely to get ten ‘like for like’ responses). Next, get your list of pitching agencies down to no more than five.

Make clear to agencies what everyone on your side’s roles and responsibilities will be on the project. Nominate an overall ‘Project Owner’ at your end - it really, really helps!

Expect good agencies to interrogate your RFP and ask for relevant research, etc. Make time for all that.

Consider a User Centred Design (UCD) approach to your solution. Happy users help achieve your own business objectives and following a UCD process can produce results that strengthen the relationship between your brand/organisation and your users/customers.

Include KPIs for the project in your RFP. What will success look like and how will a project’s success be measured?

As mentioned above - time allows, hold ‘tissue sessions’ (to hear where the agencies are mid-pitch, to guide & bring clarity). Ditch any agency way off course at this stage if you have to.

Time: give agencies enough time to answer your RFP. Give your internal team enough time to assess each stage of a pitch. Don’t see too many agencies on the same day.

Be upfront about your budget range. Simple analogy: you want a car. Well, is it a Mini or Rolls Royce?

Beware ‘yes men’ who promise it all...especially if other agencies are shaking their heads. Listen to agencies when they say something can’t be realised for the time or budget you’ve allowed in your RFP. You want an agency with integrity...who can deliver what they outline at the pitch stage. Be prepared to make compromises...the most obvious being a phased approach.

In conclusion: