DOG RADIO by Grabarz & Partner Hamburg for Galaxxy Pet-food

DOG RADIO

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Industry Pet Food, Pet Care Products & Services
Media Promo & PR, Case study
Market Germany
Agency Grabarz & Partner Hamburg
Director Torsten Hennings, Ralf Nolting, Ralf Heuel
Copywriter André Hennen Leagas Delaney Hamburg Gmbh
Account Supervisor Denise Ewald
Released February 2010

Credits & Description

Category: Best Use of Radio
Advertiser: GALAXXY PET-FOOD
Product/Service: NATURIA DOG FOOD
Agency: GRABARZ & PARTNER
Date of First Appearance: Feb 26 2010 12:00AM
Entrant Company: GRABARZ & PARTNER, Hamburg, GERMANY
Executive Creative Director: Ralf Heuel (Grabarz & Partner)
Creative Direction: Tom Hauser/Ralf Heuel (Grabarz & Partner)
Copywriter: André Hennen (Grabarz & Partner)
Art Direction: Jan Woelfel (Grabarz & Partner)
Advertiser's Supervisor: Carsten Isernhagen (Galaxxy Pet-Food)
Account Supervisor: Denise Ewald (Grabarz & Partner)
Director: Torsten Hennings (Studio Funk, Hamburg)
Director: Ralf Heuel (Grabarz & Partner)
Sound Engineer: Torsten Hennings (Studio Funk, Hamburg)
Film Production: (The Shack)
Media placement: Radiospot - Hamburg Energy - 26.02.2010

Results and Effectiveness
12,768 cans of dog food sold in the month of flighting! 28% more than in the previous month!

Creative Execution
The highest radio frequency is 15 KHz – exactly the frequency that dog whistles have. People can’t hear this frequency or they can only barely hear it, while dogs hear it very clearly. We used technology to recreate a 15 KHz tone and played it every time NATURIA was mentioned in the ad. For dog owners, it appeared as if their dogs really did react to the NATURIA name in the ad.

Insights, Strategy & the Idea
The brief was simple: advertise the high quality of NATURIA dog food and increase sales. The problems: a highly-competitive market and a tiny budget. The target audience is made up of people who really love dogs. It turned out that radio advertising is the most effective and affordable way to reach this target market.