Category: Best Use of Branded Content & Sponsorship
Advertiser: AFFINITY FOUNDATION
Product/Service: NGO DEDICATED TO PROMOTE PET'S WELL-BEING IN SOCIETY
Media Agency: MPG, Madrid, Madrid, Madrid, SPAIN, SPAIN, SPAIN
Media Agency: MEDIA CONTACTS, Madrid, Madrid, Madrid, SPAIN, SPAIN, SPAIN
Media Agency: archibald ingall stretton..., Madrid, Madrid, Madrid, SPAIN, SPAIN, SPAIN
Creative Director: Gonzalo Madrid (Archibald Ingall Strtton)
Brand General Manager: Carol Murtra (MPG)
Client Service Director: Adam Hiscok (MPG)
Brand Executive: Tania Sanfeliu (MPG)
Account Supervisor: Daniel Coma (Archibald Ingall Stretton)
Account Supervisor: Ruth Meyniel (Archibald Ingall Stretton)
Productor: Nicolás García García (Catorce Comunicación)
Media placement: TV Show - La2 - 02.10.11
Media placement: Website - Www.masqueperrosygatos.org - 02.10.11
Media placement: Online Display - Yahoo, Msn, Hotwords, Google - 02.10.11
Media placement: SEM - Google - 02.10.11
Media placement: Facebook Content - Www.facebook.com/fundacion.affinity - 02.10.11
Insights, Strategy & the Idea
Almost one third of Spain’s population owns a pet although many owners aren’t aware of the responsibility of having pets and many for impulsive reasons. This is why around 145,000 dogs and cats are abandoned every year. The Affinity Foundation has been fighting since 1987 to stop abandonment and improve the well-being of pets through awareness campaigns and education of their owners. Despite all the years of effort, with such a low budget their activity just allowed them to develop niche actions. The challenge was to reach more pet owners in a more relevant and effective way. We needed a qualitative and quantitative leap forward with a reduced budget. The solution was: educating while entertaining We created “More than dogs & cats”, our own TV program where in a didactic, fun and entertaining way and helped by well-known celebrities and specialists, we showed how to take care and enjoy pets.
Creative Execution
We developed thirteen 30 minute episodes with a very engaging content. Each program mixed the personal pet story of a well-known celebrity (TV presenters, actors, singers, a writer and a football manager) with health and well-being advices from pet specialists. They participated in a disinterested way. We managed to broadcast the program in a premium audience fringe on the second national public TV station (La2), largely thanks to the power of having fresh new content. We gave them the show, and in turn they gave us the space and program promotion. We only had to pay for production costs. In order to have more impact and bust the buzz we created a web (http://www.masqueperrosygatos.org/) and a Facebook profile (http://www.facebook.com/fundacion.affinity) where people could see all the episodes, dive through additional content and share it with other people. We also supported the launch with an online campaign with display and video formats.
Results and Effectiveness
Thanks to the program now more than 6,000,00 of owners know better their pets and are more aware about abandonment. An audience success: more than 6 million of audience, with an average of 415,000 each program. A relevance success: the Affinity Foundation brand awareness increased from 22% to 26% and Facebook fans database grew up by 30%. However a stronger measure of its success is that La 2 is re-broadcasting with no extra cost the program during the first quarter of 2012. And now we are preparing the second program season that will be broadcast in second quarter of 2012.