THE BONE by Grey Dusseldorf for Fressnapf Tiernahrungs


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Industry Pet Food, Pet Care Products & Services, Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency Grey Dusseldorf
Art Director Sonja Kremer
Copywriter Stefan Rehne
Editor Klaus Goebles
Released November 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Product/Service: PET STORE
Date of First Appearance: Nov 26 2009 12:00AM
Entrant Company: GREY WORLDWIDE , Düsseldorf, GERMANY
Chief Creative Officer: Per Pedersen (Grey/G2 Group)
Creative Director: Stefan Rehne (Grey/G2 Group)
Art Director: Sonja Kremer (Grey/G2 Group)
Copywriter: Stefan Rehne (Grey/G2 Group)
Account / Chairman: Frank Dopheide (Grey/G2 Group)
Agency Producer: Maximilian Prinz (Grey/G2 Group)
Agency Producer: Kristina Flegel (Grey/G2 Group)
Editor: Klaus Goebles (Grey/G2 Group)
Production: Peter Engel (Grey/G2 Group)
Production: Sende Magyar (Grey/G2 Group)
Media placement: Ambient - Rheinufer - Düsseldorf, Germany - 26. November 2009

Describe the brief/objective of the direct campaign.
The Brief: Create an event that makes people aware of the local Fressnapf shop. Target audience: All dog owners. Strategy: Reach the dog and you reach the owner.

Explain why the creative execution was relevant to the product or service.
The second your dog finds something and brings it to the owner the owner really wants to know what it is. And in our case it was a doggy-bone from Fressnapf. So it looks like the dog recommends our shop to buy food at.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The desired outcome was to reach the dog owners through the dogs. No dog owner can resist a glance from his dog’s eyes. So we wanted the dogs to become the ambassadors of Fressnapf. Because they can retrieve the message much better than any other media could ever do.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The result was pretty amazing. A total of 3.500 bones were placed in parks that are used by dogs and their owners. All dug bones where found by strolling dogs in very short time. And it created a chain reaction with the owners. Even the dogs that couldn't find a bone where interested in what's happening and asked the finders what's going on here. Within the target group this became a real talk of town and at the Fressnapf Düsseldorf store had an 15% increase in visits by new dog owners and a sales increase of 9,5% during the campaign Within the target group this became a real talk of town and at the Fressnapf Düsseldorf store recorded an amazing plus in dog toys and food.