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Experiential & Social finds a new younger audience creating an insta’nt success story


Our challenge was to engage an audience of 20 and 30 somethings, young urban professionals with a hobby that was considered outdated, boring and definitely not insta-worthy.

We needed to me an impact and change the world for our aquatics client, Tetra. We needed something unique, never-been-seen-before, a world first…

‘The Tetra Tranquillity Tank’

We created an aquatic pop-up in an unlikely location our audience frequented regularly – the underground.  The concept was conceived through a blend of insight and creativity to deliver a campaign that disrupted perceptions and repositioned fishkeeping as the latest in home interior design trends to urbanites.

Underpinning the experiential activation with expert spokespeople, influencer advocacy, consumer events, community engagement, media outreach and a robust digital activation, the activity reached over 170 million via social media, engaged 3,000 consumers on-the-ground and achieved over 60 pieces of coverage – not to mention a few thousand ‘likes’ along the way.