Pedigree Promo GET THEIR ATTENTION by TBWA\Hunt\Lascaris Johannesburg

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Industry Pet Food, Pet Care Products & Services
Media Promo & PR
Market South Africa
Agency TBWA\Hunt\Lascaris Johannesburg
Executive Creative Director Damon Stapleton
Creative Director Justin Wright, Adam Weber
Art Director Ilze Venter
Copywriter David Edworthy
Released December 2010

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: MARS
Product/Service: PEDIGREE
Date of First Appearance: Dec 1 2010
Art Director: Justin Wright (TBWA\HUNT\LASCARIS-Johannesburg)
Art Director: Ilze Venter (TBWA\HUNT\LASCARIS-Johannesburg)
Copywriter: David Edworthy (TBWA\HUNT\LASCARIS-Johannesburg)
Creative Director: Justin Wright (TBWA\HUNT\LASCARIS-Johannesburg)
Creative Director: Adam Weber (TBWA\HUNT\LASCARIS-Johannesburg)
Production: Craig Walker (E-Graphics)
Executive Creative Director: Damon Stapleton (TBWA\HUNT\LASCARIS-Johannesburg)
Media placement: Poster - Point Of Sale In Grocery Stores - 1 December 2010

Describe the objective of the promotion.
Pedigree asked us to come up with a poster for their point of sale, in-store.

Describe how the promotion developed from concept to implementation.
Our challenge was trying to stand out from the hundreds of other posters and ‘communication’ in an already cluttered environment.

One thing we noticed was that most retail posters communicate one way… what if we could change that? What if, by interacting with our poster, the audience could complete the idea and bring it to life?

Explain why the method of promotion was most relevant to the product or service.
We created an innovative poster that demonstrates a doggy truth of Pedigree; when they hear it being poured into their bowls, their ears pop up! To bring this to life, we folded a dog-ear onto the poster. Then, we placed an audio chip into the flap so that when the dog-ear is lifted, you hear Pedigree being poured into a bowl.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Our poster was more engaging in the point-of-sale space, yet managed to retain the brand essence of Pedigree ‘We’re for dogs’ . Consumers couldn't resist the interactive nature of the poster and we had literally thousands of ears raised in pet food aisles all around Johannesburg.