Chappi sponsored "Der Grosse Haustiertest" (talent show for pets), co-hosted by Chappi Spokesdog, Flame.Flame’s job was to report on the show from a dog’s point of view. With the help of Flame’s doggie-camera, viewers could follow the action from the same perspective as Flame was seeing it. The doggie-cam was specially framed and branded with Flame’s likeness.

Chappi’s and Flame’s involvement with the Haustiertest brought immediate personality to the Chappi brand, and allowed dog owners to revel in the individuality of their own pets – within a very low communication budget.Spontaneous awareness among dog owners leaped 53%. And Chappi’s sales bounded ahead — up 26%.