Mars-owned cat-food brand Sheba turned an underwater coral restoration project off Sulawesi, Indonesia, into a giant advertising campaign in 2021, where thousands of steel structures were placed on the seabed and arranged to spell “HOPE” across a reef that was roughly the length of an Olympic swimming pool, following which, coral was grown across the structures. The project was called Hope Reef, and Sheba launched it as part of a wider coral restoration programme, and combined an environmental project with digital advertising, Google Maps and a YouTube campaign. The campaign later reported a 10.4% increase in physical-store sales and a 308% return on investment.
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