LOST HOME by Grey Warsaw for VIVA! ACTION FOR ANIMALS FOUNDATION

LOST HOME

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Poland
Agency Grey Warsaw
Creative Director Katarzyna Sosnierz
Art Director Beata Kotnowska-Bujak
Copywriter Piotr Zygmunt
Designer Karolina Kubczak
Producer Grazyna Bastek
Digital Creative Director Krzysztof Kosz
Print Production Manager Dorota Kulma
Released August 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: VIVA! ACTION FOR ANIMALS FOUNDATION
Product/Service: DOG ADOPTION
Creative Director: Katarzyna Sosnierz (Grey Worldwide Warszwa)
Creatiev Director: Grzegorz Waliczek (Grey Worldwide Warszwa)
Art Director: Beata Kotnowska-Bujak (Grey Worldwide Warszwa)
Copywriter: Piotr Zygmunt (Grey Worldwide Warszwa)
Designer: Karolina Kubczak (Grey Worldwide Warszwa)
Account Manager: Katarzyna Grzechnik (Grey Worldwide Warszwa)
Film director: Bartek Cierlica (Tango Production)
PR Director: Iwona Janicka (Grey Worldwide Warszwa)
PR Executive: Anna Ginter (Grey Worldwide Warszwa)
Digital Project Manager: Helena Olecka (Grey Worldwide Warszwa)
Digital Creative Director: Krzysztof Kosz (Grey Worldwide Warszwa)
Web Developer: Rafal Lindemann (Grey Worldwide Warszwa)
Animator: Kamil Kosz (Grey Worldwide Warszwa)
Animator: Lukasz Marcinkowski (Grey Worldwide Warszwa)
RTV Production Manager: Agata Beres (Grey Worldwide Warszwa)
Print Production Manager: Dorota Kulma (Grey Worldwide Warszwa)
Postproduction Manger: Kuba Chilczuk (Box Postproduction)
Producer: Grazyna Bastek (Tango Production)
Media placement: Posters - Outdoor - 28.10.2010
Media placement: TV News/program - TV: TVP1, TVP2, TVN, TVP Polonia, TVP Warszawa, TVN Warszawa, Superstacja - 28.10.2010
Media placement: Radio Program/report - Radio: Zet, PR1, PR2, PR3, PR4, Radio dla Ciebie, Kampus, TOK FM, Eska Rock - 28.10.2010
Media placement: Internet Web Page - Internet: Onet.pl, wp.pl, gazeta.pl, tvn24.pl, dziennik.pl, fakt.pl, newsweek.pl - 28.10.2010
Media placement: Social Media - Facebook - 28.10.2010

Summary of the Campaign
There are hundreds of dogs staying in dog shelters. We tried to find homes for them announcing - HOME HAS BEEN MISSING!
We prepared "Lost Home" posters and hung them all over Poland, launched zaginaldom.pl (losthome.pl) website and "Zaginal Do" profile on Facebook. We simultaneously informed Municipal Police about the lost home, and they engaged a special patrol in the search. We shot video appeals with major Polish celebrities and then spread films on the Internet.
Simple, the hand-made campaign generated great response. A vast majority of the biggest Polish media were informed about "Lost Home". Among them, were 4 out of 5 main TV stations, 5 out of 6 main radio stations, and all main Internet portals. With no paid media, we generated 1.5 hours of TV reports, 2.5 hours of radio reports, and hundreds of online publishing.
30% more dogs have found their homes, and 50% more dogsin varios ways, e.g. to organize local adoption events, to spend money, etc.; big Polish companies have offered their help, and the biggest TV station decided to conduct with us a special education program for schools and presented it on the air.

The Situation
There are hundreds of dogs staying in dog shelters and contemporary homes, which are associated with Viva Action for animals! Foundation.

Viva! Foundation (as other non-profit organizations) spends its money on help, not for campaigns. That’s why it needs simple, distinctive, and no-budget idea to stand out of hundreds of other similar actions and also to draw the attention of everyone who is an animal lover and can adopt a dog.

The Goal
We had two goals to achieve:
1. To publicize and spread the action among dog lovers and potential dog lovers as much as we can…
2. …and of course - to find homes for as many dogs as we can.

The Strategy
You don't usually lose a home. That’s why we announced HOME HAS BEEN MISSING! And it became an interesting issue for both the audience and media.

We prepared a campaign that refers to activities, which are performed by a dog owner, whose pupil is lost or actions undertaken in case of a missing person. Both look (posters, video appeals) and the way of conducting the campaign (registered as missing, hanging posters, information spread in media) exemplified all of that.

Execution
We prepared "Lost Home" posters, launched zaginaldom.pl (losthome.pl) website and "Zaginal Dom" profile on Facebook. We simultaneously informed municipal police about the lost home, and they engaged a special patrol in the search.

Then dozens of volunteers hung posters all over Poland. We shot video appeals with major Polish celebrities and spread films on the Internet.

This simple, hand-made campaign generated great response. There were not only people ready to adopt dogs, but also anxious to help in various ways, e.g. to organize local adoption events, to prepare radio programs, to write articles, to spend money, etc. Big companies (telecommunication, pharmaceutical and finance) have offered their help, Animal Planet TV has become our partner, and big auction portal has sold coupons for virtual adoptions. The biggest TV station (TVN) decided to conduct with us a special education programme for schools and presented it on the air.

Documented Results
- With no paid media, we generated 1.5 hours of TV reports, 2.5 hours of radio reports, and hundreds of online publishing.
- Vast majority of the biggest Polish media informed about "Lost Home". Among them there were 4 out of 5 main TVs, 5 out of 6 main radio stations, and all main Internet portals.

- Our campaign generated approximately $250,000 worth of free media coverage.

- 30% more dogs have found their homes, and 50% more dogs have been virtually adopted.

- Also cats, rats and tortoises were adopted. In tens of cases we collected money for animals’ treatment, their transport, or buying kennels.