MINI Digital, Case study DRIVING DOGS [video] by DraftFCB Auckland

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DRIVING DOGS [video]

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Industry Cars, Business equipment & services, Public awareness, Charities, Foundations, Volunteers, Environmental & Animal Issues, Corporate Image
Media Digital, Interactive & Mobile, Case study
Market New Zealand
Agency DraftFCB Auckland
Executive Creative Director Regan Grafton, Tony Clewett
Creative Peter Vegas, Matt Williams
Released May 2013

Awards

Cannes Lions 2013
Direct Lions Product & Service; Charities Gold
Direct Lions Best Use of Digital Direct Marketing; Social Media & Viral Marketing Silver
Promo and Activation Lions Product & Service; Charities Silver
PR Lions Sectors & Services; Charity and Not for Profit Silver
Promo and Activation Lions Use of Promo & Activation; Best Use of Experiential Marketing in a Promotional Campaign Silver
PR Lions Best Campaign; Best Integrated Campaign Led by PR Bronze
Cyber Lions Viral Advertising; Viral Marketing Bronze

Credits & Description

Type of entry: Product & Service
Category: Charities
Advertiser: SPCA NEW ZEALAND
Product/Service: PUBLIC AWARENESS / PET ADOPTION
Agency: DRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND
Asia Pacific Executive Creative Director: James Mok (Draftfcb New Zealand)
Executive Creative Director: Tony Clewett (Draftfcb New Zealand)
Executive Creative Director: Regan Grafton (Draftfcb New Zealand)
Creative: Matt Williams (Draftfcb New Zealand)
Creative: Peter Vegas (Draftfcb New Zealand)
Senior Motion Graphics Designer: Marco Siraky (Draftfcb New Zealand)
Head Of Post Production: Blair Walker (Draftfcb New Zealand)
Senior Designer: Nick McFarlane (Draftfcb New Zealand)
Interactive Designer: Catherine Chi (Draftfcb New Zealand)
Group Account Director: Toby Sellers (Draftfcb New Zealand)
Account Director: Sally Willis (Draftfcb New Zealand)
Account Manager: Stephanie Hueber (Draftfcb New Zealand)
General Manager PR: Angela Spain (Draftfcb New Zealand)
Account Manager PR: Eloise Hay (Draftfcb New Zealand)
Media Manager: Rachel Leyland (Draftfcb New Zealand)
Communications Planning Director: Rufus Chuter (Draftfcb New Zealand)
General Manager Media: Simon Teagle (Draftfcb New Zealand)
Head Of Digital And Content: Harri Owen (Draftfcb New Zealand)
Senior Digital Media Planner/Buyer: Steph Pearson (Draftfcb New Zealand)
Digital And Social Media Campaign Manager: Sam Boniface (Draftfcb New Zealand)
Describe the brief from the client
As a long standing, but little known, supporter of New Zealand animal adoption charity SPCA, MINI wanted to help drive interest in SPCA dog adoptions.
Our target: the hundreds of thousands of potential dog owners in NZ.
Our strategy was to address the key barrier to adoptions: the perception that shelter dogs are inferior to store bought animals. People think that if a dog's in a shelter, it must be damaged goods.
To do that, we wanted to show how smart these dogs really are.
Creative Execution
People need to trust a dog with their family, so it was crucial we proved shelter dogs are able to be trained (and trained well) in the most compelling, convincing way possible. Only such an audacious idea could reassure people that adoption wasn’t a risk.
The campaign was a genuine world first. We had to devise an 8 week “dog driving” training course; modify a car so a dog could drive it; and then film them behind the wheel actually driving.
By making heroes of the dogs we also subverted conventional adoption advertising which often paints the dogs as victims.
Creative Solution to the Brief/Objective.
We taught three SPCA dogs to do something a dog had never done before. Drive a car.
We used this idea to engage potential dog owners directly through social media; allowing people to learn about the training, engage with the dogs and connect with shelter dog advocates. From here, they were directed to the SPCA adoption website where they could adopt their own smart dog.
Video content of the dogs driving was seeded with bloggers and news networks and quickly went viral. Each video finished with an adoption call to action, ensuring the perception change was immediately converted to action.
Results
People need to trust a dog with their family, so it was crucial we proved shelter dogs are able to be trained (and trained well) in the most compelling, convincing way possible. Only such an audacious idea could reassure people that adoption wasn’t a risk.
The campaign was a genuine world first. We had to devise an 8 week “dog driving” training course; modify a car so a dog could drive it; and then film them behind the wheel actually driving.
By making heroes of the dogs we also subverted conventional adoption advertising which often paints the dogs as victims.