Introducing This beach is a coupon: the world’s first sale that ends at high tide.
As the tide came in, it gradually erased the promotional offer to add a visual time-scarcity, rather than simply setting a timer. The brand streamed a soothing, yet simultaneously urgency-inducing, event on Facebook, inviting everyone to take advantage of the deal before it washed away.
The campaign introduced a fresh approach to a common industry ad practise, combining the offline with the online. The ad was communicated via a comprehensive social media campaign, targeting customers for increased engagement.