Pedigree: MY IDEAL DOG by Havas Sports & Entertainment USA for Pedigree

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Pedigree: MY IDEAL DOG

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Industry Pet Food, Pet Care Products & Services
Media Promo & PR
Market United States
Agency Havas Sports & Entertainment USA
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Branded Content Silver

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Branded Content
Advertiser/Client: MARS
Product/Service: DOG ADOPTION
Entrant Company: HAVAS MEDIA Miami, USA
Advertising Agency: HAVAS SPORTS & ENTERTAINMENT Miami, USA
Media Agency: HAVAS MEDIA Miami, USA

Senior Vice President/Catalyst Director: Liliana Caro (Havas Media International Miami)
Managing Director Miami: Manuel Reis (Havas Entertainment)
Chief Executive Officer: Natalia Vasco (Havas Media International Miami)
Client Services Director: Rossana Corniel (MPG International Miami)
Discovery Communications: Jesse Leon (Sales Executive)
Discovery Communications: Bruno Martinez (Creative Director)
Pet Marketing Director: Viviana Gutierrez (MARS)
Pet Marketing Director: Adriana Montano (MARS)
Managing Director Miami: Fernando Monedero (Havas Digital)

Results and Effectiveness:
2010 vs. 2009:
• Sales: +8%.
• Pedigree Penetration: +4.4%.
• +9.8% Brand Loyalty.
• +3%ppts Brand Awareness.

Dog-Adoption:
• +38% Brazil.
• +114% Mexico (applications +163%).
• +60% Puerto Rico.
• +55% Colombia.
• Latin-Americans are 15% more likely to adopt than before the show!
• 77% who watched the show are likely to adopt; 92% recommend adopting.

Media/Content:
• 73% Pan-Regional reach (objective: 63%).
• +25% savings over regular campaign.
• +32% Animal Planet’s average daily rating.
• 7 million impressions in www.miperroideal.com.
• +85 free articles reaching 9 million consumers.
• Search: +29% Pedigree/ +51% dog adoption.

Great Fit:
• 88% believe Pedigree and “My Ideal Dog” fit well together.
Creative Execution:
“My Ideal Dog” with Animal Planet matched families with their perfect pet and documented its arrival from a certified Pedigree Shelter. The show was hosted by a dog expert and psychologist who built credibility and generated consciousness about the millions of stray dogs available for adoption in Pedigree-sponsored shelters.

The show revolved around the adoption process with expert recommendations on the ideal dog for each family’s lifestyle, reinforcing core brand messages and educating pet owners on the responsibility of owning a dog, while providing families with tools to incorporate the new family member. During the show, tips on how to treat new dogs were presented while viewers were entertained by exchanges.

A social media platform connected and facilitated dialogue with pet lovers across LatAm. Adoption information for each country, expert tips on nutrition, training and development, live expert conversations and message boards were available. Communication extended through POS and PR, pan-regionally and locally.
Insights, Strategy and the Idea:
Pedigree is the pet food leader in LatAm with brand goals of increasing sales by 7.5% and regional SOM by 1% in H1 2010.

Pedigree was facing two main challenges. Pet consumption of meal leftovers was high (60-70%) in the region showing an evident lack of pet care education. Throughout LatAm, millions of dogs are abandoned each day, with millions more suffering from malnutrition.

However, Latin Americans love dogs and pet owners are obsessed about being “good parents” and trust brands that teach them. Pedigree had to “talk the talk” as the leader, so our challenge was to educate people to increase awareness and uptake of dog adoption (by 5%).

We leveraged Pedigree´s rollout of their Adoption Drive to unify LatAm under an educational pet care platform. We created an original 30 minute reality TV series showing families throughout the dog adoption process to highlight Pedigree´s brand values and educational initiatives.