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Sea Tagging with the London Sea Life Aquarium:
We were contacted by Merlin (the world's second largest entertainment group) in early March with the view to helping them publicise the launch of their flagship London Sea-Life Aquarium. They asked us to brainstorm a way to generate buzz and create a natural experiential marketing campaign relevant to the brand. In response we created the sea-tagging media which is quite literally using seawater and equipment created by CURB, to place crystal clear brand adverts on dry pavements! The beauty of the media is the fact that we could do it anywhere completely legally and lay down hundreds of sea tags using a media that was a perfect fit for the sea life brand and made them the first in the world to deliver a marketing campaign using just sea water.
CURB planned and designed the sea tags taking templates of the most popular animals in the aquarium and went down to the Lincolnshire cost to collect the sea water for the campaign from the North Sea. Our team went out on a baking hot day along with the Sea Life Man and placed over 3000 sea tags across London in key areas for tourists and the aquariums target consumers. Although each seatag only lasted about 5 minutes before evaporating we managed to place hundreds all over target locations, the amount of interest generated was staggering, with crowds of people taking photos of the unique sea water advertising campaign and loads of children wanting to create their very own sea tag.
A unique campaign and what better way for the London Sea Life Aquarium to advertise, than using nothing but sea water!
For more photos from the campaign and our sea water collection trip in Mablethorpe, visit our gallery
We were delighted with the 'sea tagging' CURB created for the launch of the SEA LIFE London Aquarium. If you want an original creative idea that uses nature to turn heads and engage with consumers, these guys are the business!
Peter Kerwood - head of marketing for event
Merlin Entertainments Group
