The campaign is built around three strategic axes:
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- Education and Awareness: to inform the public about the wide range of undersea life.
- Strengthen the Brand: to position the Aquarium du Québec as a not-to-be-missed destination for families and lovers of marine life.
- Engage the public: to offer a memorable interactive experience that will encourage visits to the aquarium.
With support from adviso, Sépaq’s campaign is being rolled out on search engines and social networks and in local media such as La Presse, Québecor and Météo Média. This multichannel strategy enables a wide audience to be reached and for interest to be maintained for the duration of the online campaign.
Quebecers are invited to dive into a captivating world to discover over 300 different marine species through fun, immersive experiences. Using attractive visuals and the clever wordplay of “Espèce de…” (which asks viewers to identify the species while simultaneously expressing light-hearted ridicule of these often bizarre underwater life forms), the campaign makes information about marine life accessible and engaging for people of all ages and increases knowledge of the various species that reside at the aquarium.
“The creative ideas deployed in this campaign are based on a fun, witty concept, developed to capture users’ attention, even when they weren’t necessarily looking for educational material. By combining creativity with impactful formats, this concept allowed us to highlight a multitude of different species.” – Marie-Pier Primeau, Art Director, and Louis-Hugo Marchand, Copywriter
The success of this campaign wouldn’t have been possible without the creative genius of the LG2 team.
A number of highly impactful formats were deployed to strengthen brand awareness, including skins to encourage immersion and interactive puzzles to make learning both memorable and fun. A range of video formats were also employed to maintain attention and engagement for the entire duration of the campaign.
Credits :
CLIENT: Sépaq
- Marketing Lead: Isabelle Raymond
- Senior Marketing Consultant: Isabelle Lambert
- Art Director: Marie-Pier Primeau
- Copywriter: Louis-Hugo Marchand
- Marketing Technician: Ariane Duval-Godbout
MEDIA AGENCY: Adviso
- Media Strategist: Marie Lainé
- Media Specialist: Maël Péault
- Project Manager: Frédérique Brossard
- Account Director/Business Lead: Andréanne Achim
