Situation/Challenge:

In recent years, there has been growing concern worldwide regarding marine pollution and declining marine life caused by ocean plastic waste and discarded fishing nets. Various fashion brands have responded by introducing sustainable items made from marine plastic waste. However, awareness and understanding of these efforts remain low, and opportunities for engagement through the main channel, e-commerce (EC), are limited.

Objective:

To address the lack of awareness surrounding these brands, the goal was to provide high-affinity and attention-grabbing touchpoints with sustainable items. The aim was to widely communicate these initiatives.

Media Insight:

We looked into the temporary closure of the "Great Barrier Reef Water Tank" at "Kaiyukan," one of the largest aquariums in Japan, due to construction. Seizing this opportunity, the "empty tank" (devoid of water and fish) is repurposed, creating the world's first media campaign utilizing an aquarium.

"World's First Aquarium Hack OOH" by Fashion Brands and Kaiyukan!

Brands: ECOALF, PORTRUNKS, Rideeco

Team Formation:

Bringing together ECOALF, specializing in products featuring coral reefs in peril, PORTRUNKS, a brand creating items from collected/recycled ocean waste, and Rideeco, focusing on recycling discarded fishing nets. This collaboration forms a unified team with Kaiyukan.

Innovative Mannequins by SAIUNION:

Engaging SAIUNION, known for their reusable/recyclable paper mannequins, for construction. Their sustainable mannequins will be utilized, further enhancing the project's information value as part of marine conservation.

Promoting Sustainability and Concrete Actions:

Beyond just introducing the brands, the project aims to function as an experiential space that not only raises awareness about each brand but also serves as a platform to inspire proactive engagement in concrete actions for ocean conservation.

"Empty Tank" transformed into a Showcase: "AQUWEARIUM DISPLAY"

Taking advantage of the moment when the tank becomes empty before undergoing construction, create a striking and special exhibition and experiential space.

Aquarium Hack and Sustainable Fashion Showcase:

Transform Japan's largest aquarium tank into a "media" platform, showcasing fashion items made from recycled marine plastic waste. Generate a "trigger" for visitors to learn and contemplate marine conservation and the issue of ocean plastic.

OMO (Online Merges with Offline) Experience:

Integrate QR codes into the display, allowing visitors to make purchases directly from each brand's e-commerce site. The space serves as both a showcase and a "sales channel," encouraging actions from the visitors.

Unprecedented Impact and Publicity:

Implement a never-before-done initiative, uniquely possible at this specific timing. Through its impact and novelty, the project expands recognition pathways via news coverage, achieving an extension of awareness unlike anything done since the aquarium's opening.

Media Exposure:

The use of the "empty tank" gained exposure in 13 television broadcasts, 9 newspapers, and 300 web media outlets. The outreach, valued at approximately 130 million yen in advertising equivalence.

Diverse Media Coverage:

Live broadcasts documenting the installation process, featured in popular quiz shows, and discussions in major web media as a business/marketing strategy. It was also covered in industry-specific media spanning fashion, textiles, fisheries, chemistry, and the environment.

Impact on Brand Awareness and Sales:

Brand's e-commerce site traffic increased 120 to 500%, gained recognition and promotion value. The QR code-enabled purchase actions from the display

Visitor Engagement:

Over the three-day event, approximately 25,000 visitors engaged with the project. They explored sustainable items and deepened their understanding of sustainability initiatives.

International Impact:

Positive responses poured in from domestic and international aquariums (Cairns Aquarium, Australia)

Internal Impact and Continued Advocacy:

Growing awareness of marine conservation among caretakers.