Immersive experience inspires a new generation for Tetra
The global leader in aquatic products and support, Tetra had a challenge – how to engage a new audience of young people and urban professionals in a hobby that was considered outdated, boring and definitely not insta-worthy.
To make an impact we needed something unique, never-been-seen-before, a world first. Taking the challenge head on we created a truly immersive engagement opportunity – ‘The Tetra Tranquillity Tank’ – an aquatic pop-up in London’s underground.
Designed to disrupt perceptions and reposition fishkeeping as the latest in-home interior design trends to urbanites, the Tranquillity Tank invited commuters to step into this amazing world and see the beauty and joy of tropical fish. Walk-through media interviews, school visits and influencer engagement maximised coverage, conversation, building new interest among a new audience.
Combining expert spokespeople, influencer advocacy, consumer events, community engagement, media outreach and a robust digital activation, the activity reached over 170 million via social media and resulted in an increase of 200% in social engagement while appealing to 3,000 consumers on-the-ground and achieving over 60 pieces of coverage – not to mention a few thousand ‘likes’ along the way.