We simulated on-site an insurance case in which a puppy swallowed a cellphone. We produced a special jacket for the dog with a hidden pocket in which we placed a cellphone, which enabled us to have the phone ringing from virtually inside the puppy's stomach.The dog's coat had a slogan on it saying that fortunately DIE MOBILIAR also insures animals, and our promotional team also handed out information brochures on pet insurance. The ringtone puppy attracted a lot of attention and just as much sympathy, and created a willingness to obtain information, which was covered by the brochures.

The operation was carried out as a test in February at the biggest dog show in Switzerland. The on-site feedback was very positive and it attracted a lot of attention. The ringtone puppy was seen by around 30 per cent of the 12,000 visitors. It also enabled our promo-team to strike up conversations with a number of dog owners and distribute information brochures.