DOG STICK by Leagas Delaney Prague for Prague City Hall

Adsarchive » Promo » Prague City Hall » DOG STICK

DOG STICK

Pin to Collection
Add a note
Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Czech Republic
Agency Leagas Delaney Prague
Creative Director Tereza Sverakova
Art Director Jan Tomasek
Copywriter Petr Cech
Released February 2009

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: CITY HALL PRAGUE, DEPARTMENT OF THE ENVIRONMENT
Product/Service: BAN AWARENESS
Agency: LEAGAS DELANEY PRAHA
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: LEAGAS DELANEY PRAHA, CZECH REPUBLIC
Creative Director: Tereza Sverakova (Leagas Delaney Praha s.r.o.)
Copywriter: Petr Cech (Leagas Delaney Praha s.r.o.)
Art Director: Jan Tomasek (Leagas Delaney Praha s.r.o.)
Agency Producer: Vaclav Sladek (Leagas Delaney Praha s.r.o.)
Media placement: Alternative medium - Prague parks - 28 September 2009

Describe the objective of the promotion.
Prague City Hall was facing a problem: dogs running free in parks. The dog owners ignored the ban. It appeared that the best 'messenger' of the ban will be their dogs. We placed wood sticks in parks. Dogs running free were bringing them to their owners.

Describe how the promotion developed from concept to implementation
The concept of our new medium has its genesis in the natural behaviour of dogs to retrieve (fetch). We produced tailor-made wooden sticks imprinted with a message and then distributed them in different parks all over the city.

Describe the success of the promotion with both client and consumer including some quantifiable results
Every dog running free in the selected parks managed to deliver our message repeatedly and thus helped us to increase the awareness of the ban. The witty character of the campaign resulted in it being very well received by people in general. The issue was widely discussed and generated very good PR in different media. The fact that the amount of money collected on fines dropped by 1/3 served as a proof of how successful this campaign was.

Explain why the method of promotion was most relevant to the product or service
Nothing is more relevant to dog owners that something their beloved pet enjoys. With help from dogs, we managed to deliver our message directly into the hands of owners who did not respect the ban.