Pedigree Digital, Case study PEDIGREE ADOPTION DRIVE by Starcom Mediavest Group Melbourne, Whybin\TBWA Sydney

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Digital, Interactive & Mobile, Case study
Market Australia
Agency Starcom Mediavest Group Melbourne
Agency Whybin\TBWA Sydney
Released June 2012


London International Awards 2012
Integrated Campaign Integrated Campaign Short List

Credits & Description

Entrant Whybin\TBWA Group Sydney, AUSTRALIA
Type of Entry Media: Product/Service
Category Public Service, Charity & Fund Raising
Matty Burton Whybin\TBWA Sydney Executive Creative Director
Dave Bowman Whybin\TBWA Sydney Executive Creative Director
Russ Tucker Whybin\TBWA Sydney Digital Creative Director
Hannes Ciatti Whybin\TBWA Sydney Art Director
Dean Hamilton Whybin\TBWA Sydney Copywriter
Chris Rollings Whybin\TBWA Sydney Digital Producer
Andrea Byrne Whybin\TBWA Sydney Account Director
Results and Effectiveness:
This became Australia’s most successful rehoming campaign to date gaining over 26 million media impressions. Dog-A-Like became the No. 1 App in the Australian iTunes store and we received 5.8 million Facebook users during the campaign. Plus, due to an unprecedented following, the online ‘Underdogs’ documentary was also aired on national television with plans for a second series in 2013. But the best part is, we exceeded our campaign target by achieving a 36% increase in the number of dogs rehomed. That's over 2,200 dogs every single month that found a new home and a new start in life.
Creative Execution:
Every media channel was selected for a specific reason and targeted a specific audience. For example, we knew 81% of Australians used online search engines as their number one way of sourcing products or services. So we built an exclusive canine search engine that centralised every single shelter dog into one database. We knew Bondi Beach was Australia’s most popular. So we lined the entire 1.5km foreshore with shelter dog profiles and encouraged people to adopt them. We knew over 90% of Australian phone owners downloaded apps on a regular basis. So we created Dog-A-Like, an app that finds your perfect match and lets you adopt them. And we also knew Australians downloaded over half a billion YouTube clips every year. So we created ‘Underdogs’, an 8 part online branded documentary that followed the lives of five Underdogs from homelessness to their forever loving homes.
Insights, Strategy and the Idea:
Sadly, over 100,000 shelter dogs are needlessly euthanised every year because most Australians think they are damaged and find it difficult visiting shelter homes to adopt. So, we knew where Australians weren’t going. Yet, based on extensive media findings, we also knew where Australians were going. And if we couldn’t bring Australians to the shelter dogs, we’d use targeted media to bring every shelter dog directly to them. In the end, media wasn’t just the vehicle to create awareness or enable adoption. Media was the idea.