Global watch brand Seiko has engaged Initiative Australia for an activation series to promote its investment in ocean research though the Fabian Cousteau Ocean Learning Centre.
Fabian Cousteau is grandson of the famous ocean researcher Jacques Cousteau, and has carried on the family’s international research and advocacy for greater knowledge and welfare of the world’s oceans.
Initiative has launched a mobile activation that features a large sea tank that has one half littered by land-based debris and the other revealing how the ocean should appear without human interference.
Seiko is supporting the activation to market its Seiko Prospex Save The Ocean watch range and has committed to donating a percentage of sales to the Fabian Cousteau centre.
In addition, Seiko will donate $1 for every photograph of the activation uploaded by people to #DiscoverYourPlanet on Instagram.
Seiko Australia’s group marketing manager, Stuart Smith, said: “The Initiative activations team have brought our program to life in a very effective way.
“It’s a strong platform for our Seiko divers’ watches and also fully complements Seiko’s interest and investment in environmental protection.”
Olivia Warren, head of brand experience at Initiative, said the mobility of the activation was key to capturing extended audiences.
“We are able to locate the Seiko site in multiple locations close to the ocean on Australia’s East Coast, which heightens the connection between people and the focus of Seiko’s marketing,” she said.
The activation starts in NSW and will continue into Queensland coastal centres.