case study: national aquarium in baltimore

Challenger Brand Issue: Reposition the National Aquarium in Baltimore in a year without the benefit of a new exhibit

For the past decade, the Aquarium had unveiled a new exhibit each year, and communications were focused accordingly. But in 2007, there were no plans for a new exhibit. Additionally, after 25 years in the marketplace, consumers had developed a “been there, seen that” attitude toward the local institution, which led to a decrease in attendance. And with the advent of high-definition TV and the Internet, the underwater world was becoming more and more accessible to the public from the comfort of their own home.

Insights

Through consumer research and many observation visits, gkv learned that the target Aquarium consumer was interested in more experiences, not just more “stuff.” They search for authentic, unique experiences which are most often found in first-hand engagement, in a dimensional format.

The vast majority of our planet is underwater. Human curiosity seeks and explores how other creatures live. The reality is always more strange, more interesting and more unexpected when revealed. Television and the Internet simply don’t do justice to the true weirdness below. Truly, the only way to see this world is to interact with it in a 4-dimensional format – at the Aquarium.

Challenger Brand Behavior: Symbol of Re-evaluation

By creating the “It’s Weird Down Here” campaign, which highlighted the oddities that even the most seemingly ordinary fish could possess, gkv provided the link between the wide variety of experiences craved by consumers and the vast array of animals at the Aquarium. You may have been to the Aquarium last week, but you also may have missed the bizarre feeding behavior of the Damsel Fish.

The Aquarium reverted back to its core philosophy and focused on what the venue offered as a whole: a unique, enriching experience. Through radio, print, and television, the campaign engaged patrons at a higher level and inspired them to take more away from their visit.

In addition to the traditional elements of the campaign, gkv created a microsite featuring animal bios, downloadable wallpaper, and a “Zoom” game that challenged visitors to identify weird animals. Average visitor time spent on the site was consistently higher than average, further increasing the value of the experience.

Results

Year-to-date, revenue has increased by 5% and overall ad awareness by 12%.

Within the first week of being posted on Ad Critic, the TV campaign was voted into the top 3 nationally.