Media > Use of Media
DOGS LOVE PEDIGREE
TEQUILA\, Amsterdam / undefined / 2006
Awards:
Overview
Credits
OVERVIEW
Audience
Communicating through scent worked very well. Dogs ran towards the sticker and began to lick, sniff and wag their tails. Of course dog owners were very surprised by the behaviour of their dogs. And the fact that Pedigree communicated with them by addressing their dogs was welcomed. Now, dog owners immediately knew what to buy in the store.
CommunicationGoal
The goal was to come up with a remarkable media idea to put Pedigree in the spotlight on World Animal Day. The new claim ‘for the love of dogs’ had to take a central position in the output. Instead of addressing dog owners, Pedigree now focuses directly on dogs.
Effectiveness
Surprised and cheerful reaction from the dogs and their owners.More sales of Pedigree products at participating stores.Promotion will be rolled out internationally.
Implementation
If you want to communicate with dogs, you have to understand completely what their needs are about. A dog lives in a world where scent has the number one place. In this world we address dogs with something they absolutely love; the scent of Pedigree dog food. The dog owner reacts to the enthusiasm of the dog and will respond accordingly, by purchasing a product of Pedigree.
MediaStrategy
We developed a brand-new medium with its focus directly on dogs, and the dog owners in second place. For dogs their most important sense is their nose. So we communicated with scent. We placed stickers in the shape of a dog barge in front of supermarkets and pet stores. These stickers were treated with essence of Pedigree dog food and therefore irresistible for every dog passing by. They ran towards the sticker and began to lick, sniff and wagged their tails. Dog owners immediately knew what to buy on World Animal Day.
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