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Industry Pet Food, Pet Care Products & Services
Media Direct marketing
Market Russia
Agency BBDO Russia Group
Copywriter Diana Badeyan
Account manager Maria Ustkachkinseva
Released April 2011

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: MARS
Product/Service: PET FOOD
Date of First Appearance: Apr 1 2011
Entrant Company: BBDO RUSSIA GROUP, Moscow, RUSSIA
Creative director: Adrian Ely (BBDO Russia Group)
Copywriter: Diana Badeyan (BBDO Russia Group)
Art director: Sergei Dementiev (BBDO Russia Group)
Account manager: Maria Ustkachkinseva (BBDO Russia Group)
Media placement: TV Campaign - Kitchen TV - 1 April 2010

Describe the brief/objective of the direct campaign.
In Russia, many dog owners prefer to feed their pets home-prepared foods and leftovers.
Our main business objective was to persuade them to switch to Pedigree dog food.
Research has proven that lots of home-prepared foods contain too much salt for dogs, so dog owners are unknowingly making their pets sick by giving them this type of food.
So we decided to raise awareness of this problem and convince dog owners that Pedigree food is a healthier option.
This simple idea helps to build on Pedigree’s reputation of caring for dogs, as well as convincing dog owners to switch to Pedigree.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
By selecting cafés near to local parks, we targeted dog owners and warned them of the problem of feeding their pets leftovers by printing heat-reactive messages onto plates, which appeared as the dog owners were finishing their meals.

Explain why the creative execution was relevant to the product or service.
By targeting dog owners specifically as they were enjoying their meals in cafés, we were able to drive home the important message at the most critical time – at the end of their meal, when they would usually consider feeding their pet leftovers.
Using plates as a new form of media to get our message to our target at the perfect time was a great way of driving awareness to owners that care about their dogs.

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.
As a result of the communication, we were able to increase awareness of the problem amongst Russian dog owners, and create a positive change in behaviour, as well as working towards a positive increase in sales.
Building on Pedigree’s brand, we were able to actively demonstrate that we’re for dogs.