Sky wantet to promote it's doku-channels in a special way.

With the first underwater radio ad ever we let visitors physically dive into the fascinating world of SKY Doku.

There is no better place to discover the fascinating underwater worlds of our oceans than under water. The advert created an atmosphere that let people physically experience the world of SKY Doku.

The stunt was experienced by more than 10.000 resort visitors of which almost 5 per cent used the NFC chip to receive more information. Which is, by the way, above the average for this kind of adverts.