Our goal through these television spots was to promote The Florida Aquarium’s 20th Anniversary in a truly unforgettable way that would encourage families to join in this exciting celebration.
Approach
Because the Florida Aquarium is not for profit and has a very limited budget, our media buy only allowed for a 15-second commercial. Keeping this in mind, we knew we had to do something that would make every second count. So we created a spot that people couldn’t help but notice and talk about. This particular spot came complete with an underwater celebration featuring a submerged 5 ½ foot waterproof cake and a diver with a party hat and flip cards that revealed messages. Not to mention a very engaging green sea turtle.
Results
This underwater birthday celebration created a lot of buzz, and in combination with other mixed media efforts, has led to some record attendance numbers, including six straight months with dramatic increases over the previous year.
