ART & SCIENCE OF BALANCE by GES for Procter & Gamble

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ART & SCIENCE OF BALANCE

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Industry Pet Food, Pet Care Products & Services, Business equipment & services, Corporate Image
Media Promo & PR
Market United States
Agency GES
Copywriter Chris Smeaton
Released December 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: PROCTER & GAMBLE PET CARE
Product/Service: PET FOOD BRANDS
Agency: GES
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: GES, Irving, TEXAS, USA
Director / Vice President / Chief Creative Officer: Frank Laudo (GES)
Senior Art Director: Heather Camardello (GES)
Copywriter: Chris Smeaton (GES)
Director Of Photography: Doug Lively (GES)
Talent: Pilobolus Dance Company (Pilobolus Dance Company)
Production Company: Sonalyst (Sonalyst)
Vice President, Client Relations: Mark Rogers (GES)
Strategic Account Executive: Shelley Borne (GES)
Editor / Director Of Multimedia: Darren Pasdernick (GES)
Media placement: 5 Minute Video Presentation - North American Veterinary Conferences - 16 Janruary 2010

Describe the objective of the promotion.
P&G Pet Care needed a show-stopping experience to promote their newest line of pet foods at their largest industry event, the North American Veterinary Conference (NAVC). The goal was to establish P&G Pet Care as the go-to leader in balanced pet nutrition and increase veterinarian recommendations and sales of IAMS Veterinary Formulas, IAMS and Eukanuba pet foods. The event needed to immerse prospects in the principles of P&G Pet Care’s brand – health, strength and balance – while providing a foundation for continued one-to-one marketing.

Describe how the promotion developed from concept to implementation
Establishing a healthy balance in the digestive system of pets is as much a veterinary art as it is a science. From this embryonic thought came the “The Art & Science of Balance”. Knowing that the demonstration of complex nutritional information at a tradeshow must be as visual as possible, the creative team hit upon the idea of using the internationally-acclaimed Pilobolus dance troupe to provide an uncanny, memorable pairing of performance art and pet food. Together with P&G veterinarians, the creative team crafted the message, worked with Pilobolus to choreograph its delivery and an arresting, effective video was produced.

Describe the success of the promotion with both client and consumer including some quantifiable results
P&G Pet Care won “Exhibit of the Year” at NAVC, their largest industry event. They captivated their target audience to achieve record in-booth interaction time. The American Veterinary Exhibitors’ Association (AVEA) also awarded P&G Pet Care the 2010 Award for Outstanding Leadership. The client remarked, “This is the most successful experience we’ve ever had at Veterinary Conferences. We engaged with 131 more veterinarians than last year, 160 more new clinics purchased our products. Our employees, customers and prospects loved it, and our booth was busy the entire conference. Plus, we effectively doubled our quality leads by 209 over last year!”

Explain why the method of promotion was most relevant to the product or service
The NAVC event was the best opportunity for P&G Pet Care to experience highly-focussed one-on-one interaction with leading veterinarians as 88% of NAVC attendees do not attend any other national veterinary conference. 32% of 2009 attendees held the title of Owner/Partner and 73% were directly influenced towards making a purchase decision as a result of visiting NAVC. A face-to-face setting was ideal in order to bring the “The Art & Science of Balance” programme to life in an immersive and memorable way. In-person interaction also helped expedite product education and build credibility for the P&G Pet Care brand.