Pedigree Promo, Case study MIRACLE by OMD Bangkok

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MIRACLE

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Industry Pet Food, Pet Care Products & Services
Media Promo & PR, Case study
Market Thailand
Agency OMD Bangkok
Released March 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: MARS
Product/Service: PEDIGREE
Date of First Appearance: Mar 15 2010
Entrant Company: OMD THAILAND, Bangkok, THAILAND
Planning Director: Lawan Laosuwanwat (OMD)
Media Manager: Somsiri Pichaiwong (OMD)
Planning Director: Owen Smith (BBDO)
Marketing Director: Helen Villanueva (MARS)
Media placement: Print- Magazines - Cleo, Praew, Lisa - 1 Sept - Nov 30 2010
Media placement: Outdoor/Billboards - Upc and BBK billboards - 1 may- July 30th 2010
Media placement: Mobile Vet Conference - 5 Provinces - 1st Feb 2010
Media placement: TV Testimonial Spot - 45 Spots - feb Apr Oct Dec 2010
Media placement: Casting Olive Within TV Shows - 3 Different TV Shows Incl.Drama - March 15th to sept 2010
Media placement: Facebook Fan Page - Fastest growing social network - 1st Feb 2010
Media placement: Pedigree Website - Brand Site - 1st Feb 2010
Insights, Strategy & the Idea
We believe in miracles. We even bore witness to them in the absence of a dog collar.
Research carried out by the Client confirmed 60% of our consumers were technically homeless and were in fact cared for by people in the neighbourhood.
Motivated by an insight 82% of the consumers ate home prepared food but their intake of protein, calcium, fibre and was low leading to disorders which left them vulnerable to disease and afflicted with ailments.
Unbeknown to the carers suffering was taking place at their own hands.
We needed to act - An estimated 55% of dog owners in Thailand believed that feeding their dogs ‘people-food’ was the best way of caring for a beloved animal!
We needed to disrupt a behaviour often born out of love, transform lives and educate people over the 5 Signs of Good Health.
Creative Execution
Olive, the dog was the star. A one minute TV testimonial spot of the owner where she spoke of the heartache she felt seeing Olive shed fur and find medication unsuccessful that we were able to demonstrate the transformation.
Crucially we endeared Olive to the nation by casting Olive in popular TV drama programs.
On our website people shared their stories of their transformed healthy dogs. There they filled in on-line diaries which made it easy to capture the timeline of transformations and make the evidence shareable across platforms.
Facebook socialized the news and proved that ‘miracles’ were happening up and down the country with new ‘5 signs in 6 weeks’ stories, everyday.
Finally the client announced they would help find newly transformed homeless dogs with a caring owner who would maintain the health of the animal for the rest of their lives. We aired content on TV showing such dogs and how to reach out to them was inserted within prime-time appointment programming.
Results and Effectiveness
Pet food market grew +7% in both value and volume.
Pedigree grew in both value and volume +13% and +12% respectively after start the Miracle Campaign.
Integrated Miracle Campaign drove +16% growth from both new and current users.
Pedigree gained market leadership with 34% market share in dog dry the highest ever in the last 3 years for the brand.
Mars Corporate share grew to 36% a record share in 3 years.