Category: Public Health & Safety, Public Awareness Messages
Advertiser: PROCTER & GAMBLE
Product/Service: FEBREZE PET
Agency: NEWSTYLE
Chief Creative Director: Claudio Xavier (NewStyle)
Chief Account Director: Alice Coutinho (NewStyle)
Creative Director: Ricardo Correia (NewStyle)
Art Director: Tatiane Piovezam (NewStyle)
Copywriter: Victor Carvalho (NewStyle)
Copywriter: Paulo Vasconcellos (NewStyle)
Planner Manager: Claudia Bertoni (NewStyle)
Account Director: Carolina Vanuci (NewStyle)
Account: Erika Lopes (NewStyle)
Production Manager: Sandra Freitas (NewStyle)
Producer: Tatiana Monteiro (NewStyle)
Producer's Assistant: Paulo Espinoza (NewStyle)
Media placement: Activation - Pet Shop - 17 March 2012
Media placement: Online - YouTube - 22 March 2012
Describe the brief/objective of the direct campaign.
We needed to alert people to the plight of abandoned dogs, calling attention to the Cão Sem Dono NGO, raising people's awareness of animal abandonment and fostering adoptions.
We knew that the public would be made up of people who were already familiar with the cause, as well as people who were unaware of the situation of these animals. Therefore, we worked on a strategy capable of reaching both publics: through surprise and something unusual.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With this strategy, we found a simple message: abandoning a dog is the same as throwing it in the trash. And we conveyed this idea literally, setting up a ‘doggy trash can’ in front of one of the city's largest pet shops. Inside, you could hear the clear sound of puppies crying. The shock was immediate, with those passing by ending up opening the trash can and finding our message, telling them about the plight of stray dogs. The initiative was taped and resulted in an internet video that was widely shared on social networks.
Explain why the creative execution was relevant to the product or service.
With the initiative, the Cão Sem Dono NGO gained a higher profile among the larger public as an organization that really fights seriously for animals. Its strength is found in the courage and effort of the message, conveyed in a simple and high-impact manner, capable of shocking people without scaring them. This was a perfect fit for the NGO, since it needed to raise the public's awareness, causing people to think about a delicate matter that is often ignored.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
On the day of the initiative alone, hundreds of people were impacted and interacted with the trash can. The activation video reached more than 60,000 views in just 5 days and was widely and spontaneously shared on social networks, impacting more than 300,000 people, including Brazilian celebrities, who also embraced the cause and publicised the initiative. With this, Cão Sem Dono saw its adoption numbers rise by 263%, all with zero investment by the NGO.