Biscuits and Bath Promo DOGTOGRAPHY by McCann New York

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DOGTOGRAPHY

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Industry Hospitals, Healthcare facilities & Medical Services
Media Promo & PR
Market United States
Agency McCann New York
Art Director Molly Moyer
Copywriter Ryan Montanti
Released March 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: BISCUITS AND BATH
Product/Service: DOG CARE CENTER
Agency: McCANN ERICKSON NY
Date of First Appearance: Mar 10 2011
Entrant Company: McCANN ERICKSON NY, USA
Creative director: Sean Bryan (McCann Erickson NY)
Creative director: Thomas Murphy (McCann Erickson NY)
Copywriter: Ryan Montanti (McCann Erickson NY)
Art Director: Molly Moyer (McCann Erickson NY)
Project Director: Jordan Wheele (McCann Erickson NY)
Media placement: Gallery Showing - Hendershot Gallery - 10-17 March 2011
Media placement: Micorsite - Http://dogtographyny.com/ - 10-17 March 2011

Describe the objective of the promotion.
Biscuits and Bath, a popular NYC dog walker/day care, wanted to get their name out in a fun and unique way, while helping local dogs in need.

Describe how the promotion developed from concept to implementation.
We decided to create the first ever photography exhibit, shot entirely by dogs. First, we constructed "collar cams", tiny digital cameras that can be mounted on a dog’s collar and programmed to shoot at regular intervals. Then we hit the streets with our dogtographers, a mix of shelter dogs, day care dogs and even artists’ dogs from the gallery where we were hosting the show. After collecting thousands of photos we selected the 40 best shots, printed, framed and named them as pretentiously as possible. Then hosted a gallery show at The Hendershot Gallery, March 10 – 17.

Explain why the method of promotion was most relevant to the product or service.
Above all, Biscuits and Bath is a company that loves dogs. We wanted to create a promotion that would make dog lovers smile, but also do some good for dogs in need. The dogs whose parents can afford to send them to day care live pretty good lives, so we thought it would be great to have the day care dogs come together and create a gallery exhibit to help out less fortunate shelter dogs. Now when people hear Biscuits and Bath they think about how much they love and care about all dogs in this city.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We sold dozens of photos, raised thousands of dollars for NYC shelter dogs, received tens of thousands of hits to dogtographyny.com and got Biscuits and Bath on the mind of dog lovers everywhere. After the event, Biscuits and Bath even received a call from gallery owner, James Danziger, who was interested in extending the exhibition at his gallery Danziger Projects.