Pedigree Promo, Case study OLIVER'S TRAVELS by TBWA\ London

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Industry Pet Food, Pet Care Products & Services
Media Promo & PR, Case study
Market United Kingdom
Agency TBWA\ London
Art Director James Fernandes
Copywriter James Greening
Released September 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: MARS PETCARE
Date of First Appearance: Sep 1 2009 12:00AM
Art Director: James Fernandes (TBWA\London)
Copywriter: James Greening (TBWA\London)
Author/Illustrator: Liz Pinchon
Publisher: Jason Frost (Velo)
Account Director: Joanna Hitchen (TBWA\London)
Media placement: Children's Book - On-Line - 1st September, 2009

Results and Effectiveness
Thousands of books were sold and are still selling. We're waiting to hit profit, but we believe that more importantly it's created awareness of the cause and has taught children (and their parents) the values of responsible dog ownership. We showed people that little actions can make a big difference. And they did, the Pedigree Adoption Drive continues to go from Strength to Strength. The book's key achievement was raising awareness to dog lovers in a different way. The Pedigree Adoption Drive has now raised over £1 million pounds, all of which goes to helping save homeless dogs.

Creative Execution
A Children's Book. This would not be a promotional item, but a book created by us in conjunction with an award-winning children's author that children would actually want to read and parents would want to buy. The book would teach children, and their parents about responsible ownership of animals. It would create another avenue for people to get involved and extend the PAD to Dog Lovers and not Dog owners. Sold online to make sure we could keep all profits for PAD, we launched with the Oliver's Travels campaign microsite, we then made sure we pushed the book out to as many people as possible via PR. We also advertised in Every Child magazine – a government backed magazine handed out to the parents of every child beginning primary school. The ad emulated the tone of the book whilst distinctly appealing to parents.

Insights, Strategy & the Idea
At Pedigree our core strategy is that everything we do is for the love of dogs. This is more than just a marketing platform – it runs right through our company and it influences everything we do. In 2008 we launched The Pedigree Adoption Drive to help charities re-home the 100,000 dogs abandoned yearly in the UK. For 2009 we needed to continue this great work with additional ideas keep the campaign fresh and donations flowing. Audience: Females with families Insight: Two thirds of parents read to their children each night. Idea: Create a storybook that children would want to read and parents would want to buy. One that encouraged responsible ownership of animals and raised funds for PAD. Objectives: 1. Help encourage responsible dog ownership 2. Raise awareness of dogs in need of a loving home. 3. Aid in raising funds to help rescue charities continue their great work.