Territorio De Zaguates Digital, Case study UNIQUE BREEDS by Garnier BBDO San Jose

UNIQUE BREEDS

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Industry Public awareness
Media Digital, Interactive & Mobile, Case study
Market Costa Rica
Agency Garnier BBDO San Jose
Creative Director Alan Carmona, Rolando Madrigal, Luis Diego Vasquez
Art Director Héctor Acuña, Manuel Mendez
Creative Sergio Chinchilla
Designer Natalia Milner
Producer Walter Benavides
Photographer Alex Zuniga, José Pablo Pastor
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Product & Service; Public Health & Safety, Public Awareness Messages Silver
PR Lions Best Campaign; Best Integrated Campaign Led by PR Bronze

Credits & Description

Type of entry: Product & Service
Category: Public Health & Safety, Public Awareness Messages
Advertiser: TERRITORIO DE ZAGUATES
Product/Service: TERRITORIO DE ZAGUATES ANIMAL SHELTER
Agency: GARNIER/BBDO San José, COSTA RICA
Chief Executive Officer: Mauricio Garnier (Garnier BBDO)
General Creative Director: Manuel Travisany (Garnier BBDO)
Art Director: Héctor Acuña (Garnier BBDO)
Creative: Sergio Chinchilla (Garnier BBDO)
Creative Director: Diego Vásquez (Garnier BBDO)
Designer: Natalia Milner (Garnier BBDO)
Art Director: Manuel Méndez (Garnier BBDO)
Production Director: Tomas Jankovich (Garnier BBDO)
Producer: Walter Benavides (Garnier BBDO)
Photographer: José Pastor (Garnier BBDO)
Media Director: Alexandra Orozco (Garnier BBDO)
PR Director: Ivonne Aguilar (Garnier BBDO)
BTL Producer: Edwin Valverde (Garnier BBDO)
BTL Producer: Esteban Garro (Garnier BBDO)
Graphic Producer: Randall Salazar (Garnier BBDO)
Photographer: Alex Zúñiga (Alex Zúñiga Photo)
Animator: Joaquín Vargas (La Sala Post)
Creative Director: Alan Carmona (Garnier BBDO)
Creative Director: Rolando Madrigal (Garnier BBDO)
Describe the brief from the client
Territorio de Zaguates is a non-profit organization dedicated to rescuing abandoned dogs. The problem is that while the interest in dog rescuing grows, the number of adoptions doesn’t. This happens because 94% of the dogs that arrive to the shelter are mixed breeds and when it comes down to choosing a pet, they are considered less valuable compared to purebreds.
We targeted people who were considering owning a pet, but didn't consider mixed breeds within their alternatives.
Our goal was to increase the number of adoptions for our client, through a strategy that would raise mixed breed dogs perceived value.

Promotion Development

To increase the value of mixed breed dogs which would result directly in an increase in the number of adoptions, canine experts selected dogs from the refuge and deciphered the breeds present within them. That, plus the magic of a detail in every dog, gave birth to 'Unique Breeds'.

The promotion of mixed breed dogs as purebreds, was the central element of an integrated campaign with a clear message: When you adopt a mutt, you adopt a unique breed.
Each channel used, led people to our Facebook page, from which adoptions were coordinated.


Results

In a 4.000.000 population country and after 45 days of campaign:
• Adoptions grew by 1.400%:
Number of adoptions per month before the campaign: 10 (average monthly adoptions in the past 2 years), adoptions per month during and after the campaign: 150.
Shelter’s total population was reduced 35%.
• Mixed breeds obtained U$457,000 in PR value and became a hot topic in social media, obtaining on Facebook:
510.484 total interactions:
454.884 likes.
45.081 comments.
10.582 shares.
127% talking about.
• The campaign prompted major sponsor brands to join in and cover all of Territorio de Zaguates expenses.


Relevancy to Product/Service

The creative strategy was based on showing the beauty and characteristics of these dogs, displayed for the first time to the public as unrepeatable specimens and unique in the world. To be consistent with this idea, we carefully selected media in which it is usually uncommon to see this type of dog: dog shows, pet fairs and tv shows.
Each of these tactics were designed to raise the perceived value of these animals, including all the mix breed dogs waiting to be adopted in Territorio de Zaguates.