Flying Sharks by Leo Burnett Frankfurt for Aquarium

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Flying Sharks

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Industry Museums & Libraries
Media Case study
Market Germany
Agency Leo Burnett Frankfurt
Released June 2012

Awards

Eurobest 2012
Media Best Use of Ambient Media: Small Scale Bronze

Credits & Description

Agency (city): Leo Burnett Frankfurt
Creative Director(s): Hans-Juergen Kaemmerer
Copywriter(s): Benjamin Merkel
Art Director(s): Helge Kniess
Agency Producer(s): Netti Weber, Gabi Sanchez-Palacio
Chief Creative Officer: Andreas Pauli
Account Director: Carolin Boettcher
Short explanation
The best, most impressive way to experience the beauty of the underwater world is in one of the more than 30 Sea Life aquariums worldwide. Recently, one opened in Frankfurt. The problem was that only a few people knew about it. So our task was to stimulate word of mouth and make people aware of Sea Life’s fascinating new offering.
We asked ourselves who the best ambassador for an aquarium would be. Well - the fish themselves of course. By remote control, they flew through the air as elegantly as if in water and transformed public spaces and shopping malls into giant aquariums. So the fish swarmed out to inspire real enthusiasm for visiting Sea Life.
The helium-filled flying objects found their way through the air in a spectacular manner – only with the aid of a remote controlled fin. We used this to let people in shopping centres, underground trains and restaurants become part of the underwater world – a taste of the experience people have when they visit the Sea Life aquarium. The “Flying Sharks” were not only accompanied by branded pilots, but also by promotion teams, which handed out flyers and vouchers with discounted admision fees for the Sealife Aquarium.
The result was heavy press coverage with articles in Germany’s biggest newspapers. The amount of visitors plunging into the underwater world of Sea Life doubled within 4 weeks.