MINI Ambient, Case study DRIVING DOGS by DraftFCB Auckland

Adsarchive » Ambient , Case study » MINI » DRIVING DOGS

DRIVING DOGS

Pin to Collection
Add a note
Industry Cars, Business equipment & services, Charities, Foundations, Volunteers, Corporate Image
Media Ambient, Case study
Market New Zealand
Agency DraftFCB Auckland
Executive Creative Director Regan Grafton, Tony Clewett
Creative Peter Vegas, Matt Williams
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Product & Service; Charities Silver
Promo and Activation Lions Use of Promo & Activation; Best Use of Experiential Marketing in a Promotional Campaign Silver
Outdoor Lions Ambient; Stunts & Live Advertising Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: SPCA / MINI NEW ZEALAND
Product/Service: PUBLIC AWARENESS LIVE EVENT
Agency: DRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND
Asia Pacific Executive Creative Director: James Mok (Draftfcb New Zealand)
Executive Creative Director: Tony Clewett (Draftfcb New Zealand)
Executive Creative Director: Regan Grafton (Draftfcb New Zealand)
Creative: Matt Williams (Draftfcb New Zealand)
Creative: Peter Vegas (Draftfcb New Zealand)
Senior Motion Graphics Designer: Marco Siraky (Draftfcb New Zealand)
Head Of Post Production: Blair Walker (Draftfcb New Zealand)
Senior Designer: Nick McFarlane (Draftfcb New Zealand)
Interactive Designer: Catherine Chi (Draftfcb New Zealand)
Group Account Director: Toby Sellers (Draftfcb New Zealand)
Account Director: Sally Willis (Draftfcb New Zealand)
Account Manager: Stephanie Hueber (Draftfcb New Zealand)
General Manager - PR: Angela Spain (Draftfcb New Zealand)
Account Manager - PR: Eloise Hay (Draftfcb New Zealand)
Media Manager: Rachel Leyland (Draftfcb New Zealand)
Communications Planning Director: Rufus Chuter (Draftfcb New Zealand)
General Manager Media: Simon Teagle (Draftfcb New Zealand)
Head Of Digital And Content: Harri Owen (Draftfcb New Zealand)
Senior Digital Media Planner/Buyer: Steph Pearson (Draftfcb New Zealand)
Digital And Social Media Campaign Manager: Sam Boniface (Draftfcb New Zealand)
Describe the brief from the client
In New Zealand, shelter dogs are seen as second rate. Most traditional adoption advertising reinforces this perception by painting the dogs as victims. This further makes finding homes for these animals a real challenge. We needed to change this.
We needed to make these animals first choice. MINI, as a long standing, but little known, sponsor wanted to help.

Promotion Development

Our strategy was to address the key barrier to adoptions: the perception that shelter dogs are inferior to store bought animals.
To do that, we showed how smart these dogs really are. We taught three SPCA dogs to do something a dog had never done before. Drive a car in a live event.
Over 8 weeks, we allowed people to learn about the training and interact with the dogs via Facebook, Twitter and Youtube.
Then, the dogs drove live in front of the nation in the “Live Drive" event. This footage went viral along with the training.


Results

Driving dogs content has been viewed by hundreds of millions worldwide.
In one week, the dogs got 12,000 Facebook fans, with engagement peaking at 245%. On Youtube alone, a single driving video was viewed over 9 million times in one week.
Every major news network picked up the online content, delivering $15m+ in coverage. An Earned media ROI of 1:30,000.
The response was incredible. Interest in adoptions increased 590%. All SPCA dogs were adopted. And increases in local adoption interest have been reported from as far away as the UK and the US – representing a truly global response.


Relevancy to Product/Service

People need to trust a dog with their family, so it was crucial we proved shelter dogs can be trained (and trained well) in the most compelling, convincing way possible.
The campaign was a genuine world first. We had to devise an 8 week “dog driving” training course; modify a car so a dog could drive it; and then film them behind the wheel actually driving.
By making heroes of the dogs we also subverted conventional adoption advertising which often paints the dogs as victims. And, we did this all in the funloving tone that is MINI – the sponsor.