Tudo De Cao Promo, Case study PROMOTER DOGS by Kwarup

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PROMOTER DOGS

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Industry Consumer & Public services, Pet Food, Pet Care Products & Services
Media Promo & PR, Case study
Market Brazil
Agency Kwarup
Creative Director Zuza Tupinamba
Art Director Lucio Alves
Copywriter Duda Tajes, Felipe Sauma
Photographer Gustavo Mendes
Released December 2012

Credits & Description

Advertiser: TUDO DE CÃO
Agency: KWARUP
Category: Best Use of Special Events and Stunt/Live Advertising
Advertising campaign: PROMOTER DOGS
Copywriter: Duda Tajes
Camera Operator: Luiza De Andrade
Director/Video Producer: Gui Rampazo
Camera Operator: Pablo Saed
Photographer: Gustavo Mendes
Animator: Leonardo Sulzbach
Video Editor: Beatriz Assumpção
Copywriter: Felipe Sauma (Kwarup)
Art Director: Lucio Alves (Kwarup)
Creative Director: Zuza Tupinambá (Kwarup)

Execution
The work of media consisted in finding an unusual support to deliver our message. As we needed to prove that our client´s dog training services really worked, as well as talk to dog lovers in a fun and relevant way, making the dogs the media was an appropriate solution. It took a lot of involvement between agency and client to make the idea work out. For 6 months the agency was required several times to coach the client´s trainers in how to best shape the dogs. And once the Promoter Dogs were ready, we took them to where the target audience was: going for walks with their dogs, visiting pet fairs and going shopping at pet stores.

Effectiveness
The target audience really had fun with the Promoter Dogs at parks, plazas, fairs and pet stores. While the dogs delivered flyers, Tudo de Cão got new clients and several sample classes booked. Besides that, the number of calls inquiring about their dog training services doubled with the campaign. Many dog owners discovered Tudo de Cão by word of mouth from those who witnessed the Promoter Dogs in action.

Strategy
Tudo de Cão is a dog training company that needed to promote their services. The target audience: dog owners that wanted their pets educated. For some, Tudo de Cão was just another dog training company that claimed to be as effective, as many others did.Tudo de Cão also owns some dogs. Our idea: get them to teach these dogs to be their promoters, delivering flyers. When trying to find someone to train their dogs, dog owners get lost among many offers, either on the web, or in the local newspaper classifieds, or on a pin board full of greeting cards and flyers at the veterinary clinic. We found a new fun way to approach the target audience, both promoting Tudo de Cão´s services and proving its effectiveness.