Pedigree Launches App To Find Lost Dogs

Portrait of Lovely Dogue De Bordeaux Puppy
SHARE
THIS



It feels like the end of the world when your beloved pooch escapes its collar and pelts off down the street.

Maybe in the old days you would put up posters for your poor lost dog, but now pup brand Pedigree has launched a digital solution to your lost dog woes.

In collaboration with Google and New Zealand ad agency Colenso BBDO, Pedigree has launched a mobile-first campaign called Found. It’s an app that allows canine owners to register their dog on the platform, and then if the dog goes missing, the app will serve lost dog display ads to mobiles in the vicinity.

Display advertising is the core part of the campaign, with Roberta Macdonald, head of creative agency engagement at Google Australia and New Zealand, explaining this is because display is effective and reliable.

“What makes this campaign really stand out is that we are combining the reach of the Google Display Network with geo-based information and dynamic ads, in the context of the urgency people have when they lose their dog,” she said.

While only available on mobile at the moment, and only in New Zealand, Macdonald said it will soon become available on tablet.

“People are engaging with media in numerous short bursts of digital activity throughout the day. A huge number of these micro-moments happen when people are on the move,” she said, adding it’s a great way to reach people at a specific time and place.

Nick Garrett, CEO at Colenso BBDO said: “Whenever you get to work on a campaign of this nature it is always an exciting challenge. Mars are a company constantly looking to innovate and thus Google are the perfect partner for them to work with and as a dog lover and owner in the past, I immediately fell in love with the concept and the benefit the technology provides.”

In terms of how it works, Macdonald explained: “There are two ways of receiving a message.  The lost dog ad is designed to be shown as a mobile ad on the Google Display Network to people within a 2.5km vicinity. In other words, you don’t need to be signed up, it will simply serve a lost dog ad in place of a different ad. The second way is a push notification, if a dog goes missing, that will be sent to the people who are signed up to the app.

The app launches tomorrow, and Macdonald says that if they find just one lost dog, they’ll be happy.

Credits

Clients:

Oliver Downs, Debbie Laing, Maria Granados – Mars

Creative

Chairman – Nick Worthington

Executive

Creative Director – Andy Blood

Senior

Copywriter – Matt Lawson

Clients:

Oliver Downs, Debbie Laing, Maria Granados – Mars

Creative

Chairman – Nick Worthington

Executive

Creative Director – Andy Blood

Senior

Copywriter – Matt Lawson

Copywriter

– Ben Polkinghorne, Iain Nealie (Google)

Art

Director – Scott Kelly, Tara McKenty (Google)

Creative

Technologist – Mat Tizard (Google)

Digital

Planning Director – Neville Doyle

Group

Business Director – Ahmad Salim

Account

Director – Abbi Barker

Project

Director – Maria Bjorkman

Executive

Digital Producer– Tim Freeman

Senior

Digital Producer – Dov Tombs

Digital

Producer – Anna Flaws

Please login with linkedin to comment

Latest News

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House
  • Media

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House

A growing number of marketers are taking back control of their digital marketing campaigns as more cases of fraudulent and waste in programmatic spending emerge across the world. Mr Jay Shah, CEO of artificial intelligence group, OpenDNA, marketers were taking back control of critically important processes like customer targeting, as many digital and programmatic advertising, […]

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland
  • Campaigns

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland

With an Ashes summer rapidly approaching, Cricket Australia has put out a rallying cry to fans around the country to get behind our Australian women’s and men’s cricket teams under the banner #BeatEngland. The #BeatEngland campaign is built upon a simple truth – nothing brings Australia together like the prospect of seeing our cricketers beat […]

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]