Pedigree Launches OOH That Gets A Passerby To Donate To Dog Charity

Pedigree Launches OOH That Gets A Passerby To Donate To Dog Charity
B&T Magazine
By B&T Magazine



There’s a reason they’re called Man’s Best Friend. Pooches bring out the goodness in the human race, at least that’s the message Pedigree wants to showcase in its latest campaign, ‘Feed The Good’.

The campaign by Val Morgan Outdoor aims to drive awareness and donations to the Mars Petcare charity partner, PetRescue, and does so by a digital interactive activations on two massive screens in Sydney and Melbourne that encourage consumers to make a $2 donation.

PED_2

Once the contactless donation has been fed through the out-of-home panel, a virtual dog appears on-screen gobbling up its food.

The super-screens will show the activation in Melbourne Central today, and Sydney’s World Square tomorrow.

The campaign includes a 30 second TVC as well as the activations.

After that they will be on smaller screens in 50 Coles supermarkets around the country.

Pedigree has a vision to feed 100 million canines globally, and the digital experience aims to illustrate the impact a small donation will have on feeding dogs around Australia.

Sylvia Burbery, general manager Mars Petcare said: “Pedigree believes that dogs make the world a better place and bring out the good in us all. ‘Feed the Good’ sets out to connect with Australians emotionally and encourage a donation of just $2 to help raise vital funds for our established charity partner, PetRescue and support the fantastic work they do to care for and re-home unclaimed animals.

“Debuting Australian-first technology is hugely exciting; when combined with compelling creative and a fully integrated campaign strategy that spans multiple channels, we will inspire positive consumer engagement that delivers cut through.”

Agency credits:

Client: Pedigree

Creative: Clemenger BBDO Melbourne

Activations: The Marketing Shop

Media: Starcom

PR: One Green Bean

Partner credits:

Media, Software and Hardware in-store and out-of-store activations: Val Morgan Outdoor




Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]