Purina DM WE MADE THE INCREDIBLE HAPPENS by Ogilvy & Mather Bogota

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WE MADE THE INCREDIBLE HAPPENS

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Industry Pet Food, Pet Care Products & Services
Media Direct marketing
Market Colombia
Agency Ogilvy & Mather Bogota
Art Director Rodrigo Tarquino, Edwin Pineda
Copywriter Jairo Lezaca, Omar Montaño, Oscar Bermúdez
Released May 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: PURINA PET CARE
Product/Service: DOG FOOD
Agency: OGILVY & MATHER COLOMBIA
Date of First Appearance: May 10 2010
Entrant Company: OGILVY & MATHER COLOMBIA, Bogotá, COLOMBIA
Chief Creative Officer: Jairo Lezaca (Publicis Colombia)
Chief Creative Officer: Rodrigo Tarquino (Publicis Colombia)
Chief Creative Officer: Francisco Castillo (Publicis Colombia)
Copywriter: Jairo Lezaca (Publicis Colombia)
Copywriter: Omar Montaño (Publicis Colombia)
Art Director: Rodrigo Tarquino (Publicis Colombia)
Art Director: Edwin Pineda (Publicis Colombia)
Copywriter: Oscar Bermúdez (Publicis Colombia)
Managing Director: Jacobo Alvarez (Publicis Colombia)
Account Director: Andrea Ussa (Publicis Colombia)
Account Executive: Natalia Gaviria (Publicis Colombia)
Client Leader: Hernando Eslava (Mind Share Colombia)
Media Planner: Bibiana Grajales (Mind Share Colombia)
Media Planner: Maria Fernanda Caro (Mind Share Colombia)
Marketing Manager: Ana Maria Garcia (Purina Pet Care de Colombia)
Media placement: TV Spot - Canal Caracol - May 1th 2010

Describe the brief/objective of the direct campaign.
The creation of our CRM platform.
The Brand doesn't have a database of the costumers of Dog Chow in Colombia.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The CHALLENGE
Over the past few years, DOG CHOW suffered a severe loss in market share.
We needed a strategy that could halt the consumer's desertion rate, a CRM plan.
However, we didn't have a database to execute a CRM plan successfully.

Explain why the creative execution was relevant to the product or service.
The IDEA
We appealed to the sensibility that pet owners have towards helping other dogs.

This would be the insight and point of departure of a new CRM plan that would give us the possibility to develop a fresh strategy.

And so, this is what we did.

For each pet that subscribed online, Dog Chow donated food to many of the institutions for stray dogs in Colombia. At the same time, the registered pets received Dog Chow samples and discount coupons to generate repurchase. A TV spot got our message across.

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 goal was to obtain a data base of 100,000 registries in 6 months, we accomplished it ONLY 2 MONTHS.
Over 13,500 people started to follow us on Facebook.
The initiative had great media coverage thus doubling the investment.
Over 42,000 kilos of Dog Chow food was delivered to stray dogs.
17% of the Gift Cards were redeemed, when a good average is only 3%.
We did the biggest sampling in the category so far.
During the Campaign, channel sales increased up to 11%.
WITH THESE RESULTS, NESTLÉ PURINA PET CARE WORLDWIDE DECIDED TO REPRODUCE THIS ACTIVITY AROUND THE GLOBE.