EYE IN THE SKY by Ogilvy & Mather Shanghai for Kg Scientific Automation

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EYE IN THE SKY

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market China
Agency Ogilvy & Mather Shanghai
Executive Creative Director Sean Sim
Creative Director Choonming Chung
Art Director Xiao Kun
Copywriter Joan Zheng
Released October 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: KG SCIENTIFIC AUTOMATION
Product/Service: GPS PET TRACKING DEVICES
Agency: OGILVY SHANGHAI
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: OGILVY SHANGHAI, CHINA
Executive Creative Director: Sean Sim (Ogilvy & Mather Shanghai)
Creative Director: ChoonMing Chung (Ogilvy & Mather Shanghai)
Creative Direcor: Kelvin Leong (Ogilvy & Mather Shanghai)
3D Art Director: Emile Chan (Ogilvy & Mather Shanghai)
Senior Art Director: Ryan Kam (Ogilvy & Mather Shanghai)
Art Director: Xiao Kun (Ogilvy & Mather Shanghai)
Copywriter: Joan Zheng (Ogilvy & Mather Shanghai)
Group Account Director: Regina Ng (Ogilvy & Mather Shanghai)
Media placement: Trained animals - On location (parks) - 1 November 2009

Describe the brief/objective of the direct campaign.
Every year, an average of 100,000 pet dogs goes missing in Shanghai, causing heartache for their owners. To help solve this, FOUND launched their new GPS pet tracking collar to key pet shops around the city. The objectives were (i) to communicate directly with dog owners and highlight the benefits of FOUND in an impactful and innovative manner and (ii) drive a 20% sales increase at participating outlets. The strategy was to engage dog owners directly when they are most conscious of their pets – i.e. during the evenings when they walk their dogs, mostly at or around Shanghai’s numerous parks.

Explain why the creative execution was relevant to the product or service.
Like most dog lovers every where, Shanghainese don’t see their pets as just dogs – they regard them as family. Losing them can be quite traumatic. The floating eyeball that followed the dogs was effective as it drove home the message 'Let FOUND keep an eye on your beloved pet for you'. With this GPS collar, owners can track their dogs’ location via mobile phone, at any given time. It was literally a GPS eye in the sky.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Utilizing field marketing, we had canine teams stationed around and at city parks. A number of inflatable helium-filled plastic eyeballs were attached via fishing lines to the GPS collar of our field dogs. The final effect was a giant floating eyeball that followed the dogs every where they went. The accompanying promoters gave information leaflets to interested (and bemused) pet owners. Attracting much attention, the campaign elicited great response amongst dog owners which led to over a three-fold increase in targeted sales of FOUND.

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.
Leveraging an innovative twist to field marketing that attracted lots of attention it helped the target focus on the single-minded message of the campaign. In a post-campaign awareness report, 70% of dog owners surveyed remembered FOUND and were impressed by it. The end results were that FOUND sales at participating pet shops hit 62% - i.e. 3 times above the original 20% target. Initial stocks were sold out within one month of the campaign. This made the company, and a lot of dog owners, very happy.