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
