PEDIGREE ADOPTION DRIVE by Starcom Mediavest Group Melbourne for Pedigree

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PEDIGREE ADOPTION DRIVE

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Industry Pet Food, Pet Care Products & Services, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Australia
Agency Starcom Mediavest Group Melbourne
Released August 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: MARS
Product/Service: DOG RESCUE PROGRAMME
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: STARCOM MELBOURNE, AUSTRALIA
Client Business Manager: Laura Bartal (Starcom)
Business Strategist: Anna Camuglia (Starcom)
General Manager: Michael Leeds (Starcom)
Investor: Yuki Ikeda (Starcom)
Digital Manager: Kerry Leary (Starcom)
Activation Manager: Steve Taylor (Starcom)
Strategy Director: David Trovell (Starcom)
Media placement: Ambient - Out Of Home - 01/08/2009

Results and Effectiveness
The number of dogs in shelter homes is now at it’s lowest EVER level. PAD awareness reached 32% and we clearly overcame the perception that shelter dogs were damaged goods – with an incredible 3,365 dogs being adopted after just two months. Some shelters even ran out of dogs and had to put people on waiting lists! Pedigree received hundreds of emails, demonstrating the campaign’s effect on brand preference. One dog lover wrote, “I learnt about your campaign and will support this cause and, more importantly, switch my dog to Pedigree from now on.”

Creative Execution
In a perfect world we would take every shelter dog to the city and tell their story; letting people meet them and showing the scale of the problem. In reality we did the next best thing. We created 1000’s of life sized cut-out dogs and released them in parks and main streets throughout Sydney and Melbourne. Each dog was ‘Pedigree yellow’, told the dog’s story and how to adopt him. People loved the Yellow Dogs. Our promotional staff interacted one on one with all the passer-by's, seamlessly dispelling the myths around adoption. They were encouraged to ‘adopt’ them and Twitter was filled with stories of people carrying them home on trains and back to their place of work. Local shops and cafés even adopted Yellow Dogs and tied them up outside their stores.

Insights, Strategy & the Idea
In Australia a dog is euthanised every 50 minutes because it doesn't have a home. The Pedigree Adoption Drive (PAD) aims to help these ‘shelter dogs’, but after two years PAD had only saved a few hundred lives. Our target was to double awareness of PAD, from 15% to 30%, and persuade dog lovers to adopt an amazing 3,000 dogs. Most dog lovers would never consider going to a shelter to adopt; they thought shelter dogs were ‘damaged goods’. But shelter workers told us that once people met the dogs, and heard their stories, they were more inclined to adopt. Our insight was that personal lifestories have the power to overcome negative perceptions. We would use media to take our shelter dogs and their lifestories to the people of Australia, featuring real dogs needing homes that week.