THE TV STAR THAT SAVED MILLIONS OF DOGS by Havas Sports & Entertainment Buenos Aires for Pedigree

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THE TV STAR THAT SAVED MILLIONS OF DOGS

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Industry Pet Food, Pet Care Products & Services
Media Film
Market Argentina
Agency Havas Sports & Entertainment Buenos Aires
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Localised Campaign Silver
Branded content & entertaiment lions Best brand or product integration into an existing TV show or series Silver

Credits & Description

Type of entry: Use of Media
Category: Best Localised Campaign
Advertiser: MARS
Product/Service: PEDIGREE
Agency: HAVAS SPORTS & ENTERTAINMENT Buenos Aires, ARGENTINA
Advertiser MARS
Product PEDIGREE
Entrant HAVAS SPORTS & ENTERTAINMENT Buenos Aires, ARGENTINA
Type of Entry: Use of Media
Category: Best Localised Campaign
Title: THE TV STAR THAT SAVED MILLIONS OF DOGS
Advertiser/Client: MARS
Product/Service: PEDIGREE
Entrant Company: HAVAS SPORTS & ENTERTAINMENT Buenos Aires, ARGENTINA
Media Agency: HAVAS SPORTS & ENTERTAINMENT Buenos Aires, ARGENTINA
General Director: Gerardo Arce (HS&E)
Coordinator: Silvina Coppolechia (HS&E)
Research And Strategy Director: Gabriela Kurincic (Havas Media)
Marketing Manager: Thierry Montagne (Mars)
Brand Manager: Julieta Masino (Mars)

Results

• During the show, Pedigree’s share of market increased 1.1% (Q1 2011 vs. 2010) and penetration grew 1.3% in the same period
• 8,000 adoption applications for Kymba
• Monthly visits to Pedigree.com.ar grew from 6,000 to 89,000 during the show
• Kymba video had 58,000 views on YouTube
• +70 spontaneous Facebook groups proposed Kymba as a Big Brother winner
• + 30 free articles in newspapers (offline and online)
• Optimised a small budget (USD 71,500) and achieved more than 2,000,000 impacts, 60% TV reach (+ 26% vs. planned)
Pedigree has decided to include another abandoned dog in the next Big Brother Edition.

Creative Execution

We first sparked awareness when the dog – Kymba – entered the Big Brother House. TV spots and banners helped find a new home for Kymba through an adoption contest.
In Kymba’s first appearance, the show achieved the highest ratings in the season and social media conversations exploded, creating an unexpected trend topic. Hashtags and Facebook groups appeared the same night.
The participants needed to care for the dog and train her. The daily interactions between Kymba and the inhabitants involved the fans sharing videos and commenting on the dog’s life, discussions about who would be the ideal owner; the life of the dog spread to more than 30 websites and print media.
The audience asked the TV-program management to extend her presence in the house for eight weeks (the original plan was three weeks). Kymba became the fourth finalist and her last day on the show was the most-viewed episode.


In Argentina, 8 out of 10 dogs are abandoned. The vast majority are two years-old, when the novelty of having a dog wears off. The reason? Owners never asked themselves: Do I REALLY want a dog?
Aligning with a cause that directly impacts dogs lives for the better, we needed to show Argentinians that having a dog is a major responsibility. To avoid abandonment we needed to educate people on the daily dedication of caring for a dog. At the same time, we needed to increase brand awareness of puppy food products on women 25-45.
If there is one TV show that Argentinians follow every day it’s Big Brother (share 40%). We introduced a shelter dog that has been waiting for adoption into the house so the audience could help us find the best loving home while also teaching viewer’s how to educate/take care of a dog.