Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: PFISTER
Product/Service: TOP CARE
Agency: walker
Creative Director: Pius Walker (Walker)
Art Director: Michele Salati (Walker)
Copywriter: Roger Beckett (Walker)
Account Director: Lisa Binkert (Walker)
Account Director: Cornelia Nünlist (Walker)
Designer: Philipp Dornbierer (Walker)
Creative: Sandro Wellenzohn (Guave Studio)
Lead Backend Developer: Gebhhard Nigsch (Guave Studio)
Director: Pete Bradly (Upstart)
Producer: Tony Purves (Upstart)
Media placement: TV Campaign - RTL/RTL2/ VOX/SRTL, 3+, Pro7, Sat1, Kabel1, SF. TSR, M6, RTL9, RSI - 07.09.2011
Media placement: Posters - Various Cities Around Switzerland - 08.09.2011
Media placement: Internet Home Page - Web (www.adaptadog.ch) - 07.09.2011
Media placement: Facebook Page - Web - 07.09.2011
Describe the objective of the promotion.
Innovative furniture designer, Pfister teamed up with Top-Care, a service providing unbeatable protection against dirt and stains. The big idea was to encourage people to adopt a homeless dog without having to worry about dirt and stains on their sofas. In other words: Adopt a dog and let Pfister take care of your sofa.
Describe how the promotion developed from concept to implementation.
We launched a website called adoptadog.ch, which featured different dogs from various Swiss dog-shelters, along with their pictures and profiles. To boost awareness of the website, we created 5 TV spots featuring real, stray dogs that viewers were encouraged to adopt, safe in the knowledge that their sofa would be looked after. Additional support came from a poster campaign in the style of missing dog flyers posted all across Swiss cities.
Explain why the method of promotion was most relevant to the product or service.
As the product itself was quite technical (Top Care, a service providing protection against dirt and stains), it was important to emotionalize the message and make it relevant to a wider audience. Moving picture along with tactical posters and a website were a perfect combination to do this. The website itself was then the information portal for all adoptions, as well as a platform to learn more about the Pfister service.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign brought Pfister much more than good will. Over 5,000 people visited the website throughout the campaign period, generating 69% of new visits for Pfister. And 4 weeks after the campaign launched, a quarter of the dogs had already been successfully adopted.