"Throw Us A Bone" Ambient Advert for Sydney Dogs & Cats Home by M&c Saatchi Mark

Type of Entry: Use of Media
Category: Direct Response Mobile Marketing
Title: THROW US A BONE
Advertiser/Client: SYDNEY DOGS & CATS HOME
Product/Service: ANIMAL RESCUE SHELTER
Entrant Company: M&C SAATCHI/MARK Sydney, AUSTRALIA
DM/Advertising Agency: M&C SAATCHI/MARK Sydney, AUSTRALIA
Creative Credits
Name Company Position
Gavin Mcleod M/C Saatchi/Mark Creative Director
Genevieve Hoey M/C Saatchi/Mark Copywriter
Hannes Ciatti M/C Saatchi/Mark Art Director
Details
Describe the brief from the client:
Dwarfed by bigger charities during a tough economic period, our objective was to create a unique idea for the Sydney Dogs & Cats Home, to boost awareness, donations and dog adoptions. But rather than use a ‘poor me’ charity approach, we decided to entertain people and engage them.
Creative Execution:
This idea was relevant because we created a ‘Wonder Dog’ for a dog’s home, and people love interacting with intelligent animals. The strength of the creative was that it used innovative media to encourage people to donate in a positive way and offer them an immediate reward.
Describe the creative solution to the brief/objective.
In Australia, ‘throw us a bone’ means 'please help us'. We created our own entertaining content, Frankie the Wonder Dog. We pioneered a convergent technology platform that enabled people to interact in real-time with him. People ‘threw’ Frankie a bone via SMS and received an instant dog trick in return. Every bone thrown was a $5 donation.
Describe the results in as much detail as possible.
Great results in just three days: • 1327 bones thrown; • 17.4% of people threw two or more times; • 25% of dogs needing homes adopted; • 600% increase in new volunteers; • Over $150,000 in free media from Optus, Inspire, Fairfax, News Limited and JCDecaux.