scuber
An activation to change how the world sees the Great Barrier Reef for Tourism and Events Queensland.
the challenge
In 2018, tourism to the Great Barrier Reef declined for the first time in years due to negative media reports about coral bleaching. We needed to get people closer to the Great Barrier Reef than ever before. If they think the Reef is dead and dying, let’s show its colour and awe-inspiring life and beauty.
the idea
We partnered with Uber to create the world’s first fully-electric rideshare submarine, called scUber.
results
4.7 BILLION media impressions
$130+ MILLION in earned media
50+ MILLION people were reached via our UBER partnership
21% - 62% INCREASE in positive social sentiment
$130+ MILLION in earned media
50+ MILLION people were reached via our UBER partnership
21% - 62% INCREASE in positive social sentiment
