Seiko promotes its investment in ocean research with ‘Save the Oceans’ activation via Initiative

Global brand Seiko has engaged Initiative Australia for an activations series to promote Seiko’s 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.

Says Stuart Smith, group marketing manager, Seiko Australia: “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, Initiative’s head of brand experience, said the mobility of the activation was key to capturing extended audiences.

Says Warren: “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.”

The activation starts in New South Wales and will continue into Queensland coastal centres.