Pedigree Promo, Case study PEDIGREE ADOPTION DRIVE by Eduardo Frederick TBWA Santiago

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Industry Pet Food, Pet Care Products & Services
Media Promo & PR, Case study
Market Chile
Agency Eduardo Frederick TBWA Santiago
Account Supervisor Liliana Calquin
Released March 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: MARS
Date of First Appearance: Mar 16 2009 12:00AM
Entrant Company: MPG CHILE, Santiago, CHILE
Managing Director: Gonzalo Prieto (MPG)
Media Investment Director: José Luis Jofré (Havas Media)
Chief Executive Officer Andean Region: Esteban Calvo (Havas Media)
Account Director: Jezér Alarcón (MPG)
Account Supervisor: Liliana Calquin (MPG)
Account Media Planner: Patricia Aguirre (MPG)
Brand Leader: Gabriel Jefferies (TBWA\Frederick)
Brand Manager Petcare Chile: Raúl Lebrija (Mars)
Media placement: TV - Canal 13, TV Nacional, Chilevision, Mega - 16 March 2009
Media placement: Outdoor - Stand Off, CBS, Publivia, SubTV - 16 March 2009
Media placement: Internet - Msn,Terra,Facebook,Google,,,,conciencia-An - 13 April 2009
Media placement: Press - Front Page - La Hora - 15 April 2009

Results and Effectiveness
We significantly improved the lives of street dogs in Chile and generated a genuine feeling of sensitivity and awareness: 2,125 adoptions 1,614 recommendations to join the cause 6,804 online aid chains 4,680 registrations 12% spontaneous recall, 20% above product campaign on-air (Millward Brown) 54% have a “very positive” bond with Pedigree (2x times above category average) Half of pet owners choose Pedigree over other competitors “I trust the brand” rose 7% “Care to improve livelihood of dogs” improved by 7%

Creative Execution
Just after the scandal, branded street teams distributed La Hora –free newspaper– with a custom Pedigree news story, information and statistics about street dogs. Interactive bus shelter installations featured a screen with a video that simulated the confinement of a dog left within a refuge. Those walking by the run-down wooden “refuges” were surprised by the cries of a scared abandoned dog in a dark corner of the room. People were intrigued by the sounds coming from the makeshift shelter. We brought abandoned dogs to life by giving each one a name -“My name is Lulu, please adopt me”- through a citylights billboard campaign. 16 celebrities shared their love stories of their adopted dogs and their efforts to help solve the problem by joining our Pedigree Adoption Programme. Journalists helped us to spread the word editorially. Outreach teams provided food, advice and trained professionals to help new dog adopters.

Insights, Strategy & the Idea
The overpopulation of abandoned dogs -220,000 just in Santiago capital - is a huge issue in Chile and it’s a major burden within society, causing public health and safety issues – especially with children. A major local scandal broke about the mistreatment and abuse of abandoned dogs. All over the news, the story generated mass reaction and disgust. But no institution has been able to manage this problem and effectively move citizens from communication shock to actively motivate them to help solve this problem. Our challenge was to spark a conscience with people interested in adopting dogs and share Pedigree’s commitment to help tackle the problem. We took our efforts out-of-home to connect with consumers where the problem occurs and where it’s visible on a daily basis. By confronting the issue head-on, we made a long-lasting, empathetic bond between the dog and potential owner and moved citizens to active motivation.