The TV family, in the popular Spanish show "Los Serrano", were acquiring a new dog, Pepe. Pedigree launched a new online club using Pepe as the initial hook. The objective was to communicate the new club's advantages (free content, free product trial) and 'fun' services (pet dating, nutrition simulation and more). The final aim being to add members to the database, and to start developing a close and relevant relationship with them through a segmented one-to-one contact strategy.