We were tasked with proposing a speculative campaign that attracts both public and investors’ attention to the benefits of aquaculture from New Zealand. There was a critical error we discovered in NZ’s existing aquaculture strategy: it is heavily domestically focused and overseas exports have not been growing over the years, despite the goals to reach global recognition and become a $3 billion industry by 2035.

(Department of Aquaculture, 2019 & 2022) & (Ministry for Primary Industries, 2023).

So we asked ourselves, how might we demonstrate the health and environmental benefits of NZ aquaculture to an overseas audience?

We narrowed down our target market to high-income consumers, as they’re more likely to believe NZ products are high quality (Dyer et al, 2020). The insights we gained from this audience led us towards our solution to the brief.

engagement potential for physical advertising in high-income consumers

(Meyer-Joiner, 2022)

of Aussies prioritise health & are willing to invest in health products

(Room, 2023)

In our quest to connect with our target audience, we embraced the power of physical installations to be strategically placed around high-end restaurants and gyms where our audience likes to frequent.

These installations are not just pretty displays; they are meant to provide immersive experiences for visitors to learn and experience what Nautiqua’s products can do for them. The intriguing glass displays lead to invitations to a wellness retreat, where attendees can experience the lifestyle that Nautiqua offers. Taste-testing kiosks will allow people to experience the convenience and health benefits first-hand.