Pedigree DM DOG-A-LIKE APP by Whybin\TBWA Sydney

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Industry Software & Multimedia Productions, SaaS, Pet Food, Pet Care Products & Services, Business equipment & services, Corporate Image, Mobile applications
Media Direct marketing
Market Australia
Agency Whybin\TBWA Sydney
Executive Creative Director Matty Burton
Creative Director Russ Tucker
Art Director Hannes Ciatti
Copywriter Dean Hamilton
Designer Prentice Porter, Aliza Nordin
Released April 2011


Caples Awards 2011
Other Media Mobile marketing Gold
Other Media Mobile app Bronze
Technique Creative use of technology Finalist

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: MARS PETCARE
Product/Service: MOBILE APP
Date of First Appearance: Apr 11 2011
Entrant Company: WHYBIN\TBWA, Sydney, AUSTRALIA
Entry URL:
Executive Creative Driector: Dave Bowman (Whybin \ TBWA \ Tequila)
Executive Creative Director: Matty Burton (Whybin \ TBWA \ Tequila)
Creative Director: Russ Tucker (Whybin \ TBWA \ Tequila)
Art Director: Hannes Ciatti (Whybin \ TBWA \ Tequila)
Copywriter: Dean Hamilton (Whybin \ TBWA \ Tequila)
Designer: Aliza Nordin (Whybin \ TBWA \ Tequila)
Designer: Prentice Porter (Whybin \ TBWA \ Tequila)
Digital Producer: Chris Rollings (Whybin \ TBWA \ Tequila)
Account Director: Andra Bryne (Whybin \ TBWA \ Tequila)
Technical Lead: David Cox (Whybin \ TBWA \ Tequila)
QA Analyst: James Kavanagh (Whybin \ TBWA \ Tequila)
Chief Executive Officer: Andrew Plimmer (Motim)
Media placement: MOBILE APP - APP STORE - 11/04/11
Describe the brief/objective of the direct campaign.
Most people think shelter dogs are damaged and therefore find it difficult visiting shelter homes to adopt. As a result, over 100,000 dogs end up being needlessly euthanized every single year in Australia. So how do we change people’s perception about shelter dogs and make it easier for them to be adopted?
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Based on the insight that many dog owners look like their dogs, we created a phone application that not only finds your perfect Dog-A-Like match from the live PetRescue database, it lets you adopt them right then and there – when they would otherwise be put down.
The Dog-A-Like app was released via the Australian iTunes app store, Facebook as well as an eDM to the PetRescue and Pedigree Adoption Drive databases.
Explain why the creative execution was relevant to the product or service.
When people discover there is actually a dog out there that looks just like them, an immediate emotional connection is made and the chances of adoption increase dramatically. So this Dog-A-Like application has not only turned the once negative experience of visiting and adopting shelter dogs into a positive one, it’s also increased the chance of every single dog finding its perfect match too.
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.
Instead of relying on the one or two shelter homes within your local area, for the first time ever this Dog-A-Like application has brought every single available dog in the country to the palm of your hand. And to give each dog a better chance of adoption, we also standardised and lifted the quality of dog photographs across all 752 Australian PetRescue shelters. These photographs are the first impressions people make, so it now means tens of thousands of homeless dogs will have far greater chance of survival and the opportunity to be picked up rather than put down.