Pedigree: Found [image]

Credits & Description:

Site: http://www.ourshowroom.co.nz/found/
Advertiser: MARS
Agency: COLENSO BBDO
Geo: New Zealand
Digital Creative Director: Aaron Turk (Colenso BBDO)
Group Business Director: Ahmad Salim (Colenso BBDO)
Executive Creative Director: Andy Blood (Colenso BBDO)
Marketing Manager: Debbie Laing (MARS)
Copywriter: Ian Nealie (Google)
Project Director: Maria Bjorkman (Colenso BBDO)
Senior Copywriter / Designer: Matt Lawson (Colenso BBDO)
Creative Technologist: Matthew Tizard (Google)
Creative Technologist: Robbie Boyd (Colenso BBDO)
Art Director: Tara McKenty (Google)
Creative Technologist: Zoe Downing (Google)
Account Director: Abbi Barker (Colenso BBDO)
Copywriter: Ben Polkinghorne (Colenso BBDO)
Creative Technologist: David Arcus (Colenso BBDO)
Senior Digital Producer: Dov Tombs (Colenso BBDO)
Brand Manager: Maria Granados (MARS)
Digital Planning Director: Neville Doyle (Colenso BBDO)
Creative Chairman: Nick Worthington (Colenso BBDO)
Marketing Director: Oliver Downs (MARS)
Art Director: Scott Kelly (Colenso BBDO)
Executive Digital Producer: Tim Freeman (Colenso BBDO)
Mobile URL: http://www.ourshowroom.co.nz/found_mobile/
Additional URL 1: http://www.pedigree.co.nz/found
Creative Execution:
When you lose your dog every second counts. What if there was a way to activate an army of scouts in the exact area your dog was last seen?
That’s PEDIGREE Found. Download the app, register your dog. If they go missing just press the LOST button, instantly creates lost dog alert mobile ads where your dog was last seen, geo-targeted to a pinpoint radius of 2.5 kilometers & personalised with your dogs information.
This, along with push notifications to other Found users, gives our network of eyes the details they need to bring your dog home safely, and quickly.
Launching in April, so far the app has topped the trending topics of the NZ app store (it is currently a NZ only project) and has already been downloaded by 10% of all Auckland dog owners, with twice as many more people visiting the mobile web site to check for lost dogs in their area.
Those who download truly use it – an amazing 91% of people who downloaded went on to register their dogs details.
At at time when Pedigree were launching a new brand positioning globally, the earned media value that this campaign has generated is already over double the total campaign cost (development + paid media), helping drive fame for the brand and the new ‘Feed The Good’ positioning.
PEDIGREE Found has proved so successful, it will be launching at the end of the year in Europe (Poland & UK) with the USA set to follow in 2016.
Losing your dog is a fear universal to dog owners the world around & at some point, has happened to most of them. Yet, there is no clear protocol, no real support system in place for when this happens.
PEDIGREE has a clear and simple mission – they want to make the world a better place for dogs & dog owners alike. Everything they do is aimed at achieving this, so taking on the problem of how best to help lost dogs is a natural fit for the brand.
With the technology now available we realised that we could for the first time create a real time, geo-targeted lost dog poster that could move faster than the lost dog itself, and make it an end to end mobile experience, starting from an app and progressing into mobile targeted ads via the Google Display Network.