BRUNETE'S CITY COUNCIL DM, Case study POOPS EXPRESS by McCann Madrid

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POOPS EXPRESS

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Industry Public awareness
Media Direct marketing, Case study
Market Spain
Agency McCann Madrid
Director Juanjo Ocio
Art Director Ricardo Rovira
Released May 2013

Awards

Cannes Lions 2013
Direct Lions Best Use of Direct Marketing; Dimensional Mailing Bronze

Credits & Description

Type of entry: Best Use of Direct Marketing
Category: Dimensional Mailing
Advertiser: BRUNETE'S CITY COUNCIL
Product/Service: CIVIC AWARENESS CAMPAIGN
Agency: McCANN ERICKSON MADRID, SPAIN

Chief Creative Officer: Mónica Moro (McCann Madrid)
Executive Creative Directors: Raquel Martínez/Jon Lavin (McCann Madrid)
Creative Director/Copywriter: Mikel Echevarría (McCann Madrid)
Art Director: Ricardo Rovira (McCann Madrid)
Director: Juanjo Ocio (Film House)
Account Director: Javier Pascual (McCann Madrid)

Describe the brief from the client
In Brunete, they cannot seem to eradicate the problem of dogs fouling public thoroughfares despite the numerous campaigns then have run.
In view of the poor results of the campaigns to make people generally more conscious of the problem, a change of strategy is adopted, aimed exclusively at those dog-owners who do not clean up after their dogs.



Creative Execution


Brunete’s City Council’s objective is to communicate that it would fine those dog owners if they don’t clean up after their dogs. With this creative action we get to demonstrate, once and for all, that is not a simple threat and that the City Council has put methods to monitor. Moreover, the designed strategy is just for the offenders, and not all the dog owners.




Creative Solution to the Brief/Objective.



We recruited 20 volunteers in plain clothes to watch dog-owners for a week and clean up the mess they left, popping it later though their letterboxes. With just the dog's name and breed, it was enough to find out the owner's address, using a municipal database. Oh and the... er, package included a €30 fine and a note informing them that, next time, it would be €300.





Results



70% less dog mess three months after the campaign (according to Brunete's municipal cleaning services)