Promote the new in-can Scuba to the target audience of 18-24 year old males.
Destroy big bubbles.
Foster’s new in-can widget known as the ‘Scuba,’ destroys big bubbles to create a lager that slips down like a dream. But instead of telling the audience what the Scuba does, we decided to show them.
Play developed the world’s first internet enabled scuba diving installation, taking the audience inside Foster’s cans and into the world of the Scuba. A remote controlled Scuba was submerged in 100,000 litres of amber nectar, in a tank at the National Marine Aquarium. This was fitted with a 6x8 metre bubble rig that released bubbles in timed intervals, really helping to bring the inside of a Foster’s can to life. Users were given the chance to destroy some big bubbles of their own by remote controlling the real Scuba in real time, all from the comfort of their PC.
The user who burst the most bubbles topped the leader-board until they were displaced by another rider, with the eventual winner earning a scuba diving trip to Australia for them and a mate. The campaign was supported by interactive ads, which generated awareness of the campaign and drove users to the site.
Since going live, the site has generated much interest from websites, blogs and both trade and consumer press, with the number of visitors to the site increasing by more than 50% every day. On average users spent 12 minutes on the site per visit and rode the scuba between 3 to 5 times a day.
