The outdoor city environment and its architecture contains specific dog spots, e.g. lamp posts and house walls. These spots were used as communication channels although they are not regular commercial outdoor objects. By also posting the messages in “dog height” i.e., a non-traditional advertising height they targeted the dogs directly. This made the campaign stand out in the media clutter and consequently gained both the dogs and the dog owners attention.

Viewing went up 94% after the campaign. The non-traditional media approach also generated massive PR. The number of Top Dog related articles increased 11 times after the campaign with a total value of €250,000 which by far exceeded the campaign cost.