The activity sought to use a simple human insight to prove that an untapped retail channel existed for the brand in a specific retail environment.

To do this involved:

• Bringing to life a simple human insight in a way that was on brand and true to the brand’s objectives

• Establishing the brand a premium impulse purchase by creating a retail experience where premium and luxury brands normally exist.

• Encouraging a new behaviour in consumers by reaching them on an emotional level

• Selling enough product to measure up against the brand’s usual retail channels

As people returning home from travelling abroad hadn’t previously had the opportunity to buy treats for their dogs on impulse and weren't already in the market for them, the media had to be positioned strategically in order to engage and surprise them on their way out of the gate and into arrivals.

We needed them to be engaged enough to see the display and instantly feel that pang of guilt that they’d not thought of their dog already and encourage them to show how much they love them buy buying a premium treat on impulse.

By presenting dog owners with the opportunity to buy a gift for their dog in the airport for the first time we hit upon an untapped consumer need state. People confirmed that despite always bringing treats for others when returning home through an airport, they had never considered bringing something for their dog , or even felt bad about not doing so because the opportunity hadn’t existed.

We sold seven times more product than the average New Zealand store would in the same time, proving that dog owners know how much their dogs miss them when they‘re away and given the opportunity would buy them a treat on impulse when passing through duty free. Thus establishing that a viable and untapped retail channel exists in airports for My Dog.