Tetra makes a splash underground!
How do you make fishkeeping cool whilst driving mass awareness for a niche aquatic brand?
Targeting the hipster homeland of North East London, we put the underground, underwater with an aquatic pop-up in Old Street tube station designed by the chaps behind London’s latest hot spot – Sexy Fish.
Uber-cool commuters were taken by surprise by the experiential aquatic haven giving them a chance to escape the daily hustle and bustle of city life.
Underpinning the experience in consumer research around stress and anxiety associated with living in London gave us a national news hook. And by wrapping the pop-up in a robust, multi-faceted media strategy, we delivered results in the right places to reach our target audience meeting the commercial objectives of growing category awareness and ultimately sales for Tetra.
We attracted over 3,000 visitors, generating direct sales of Tetra products and secured over 60 pieces of consumer coverage across national, broadcast, online, consumer lifestyle, blogs, regionals and social reaching an audience of over 119 million.