Advertiser: .+KOTA
Agency: Y&R MEXICO
Category: Commercial Public Services, incl. Healthcare & Medical
Advertising campaign: DELIVERY DOGS
Art Director: Francisco Hernández (Young And Rubicam Mexico)
Creative Director: Francisco Hernández (Young And Rubicam Mexico)
Executive Production: Carlos "kevin" Gonzalez
Copywriter: Diego Garcia (Young And Rubicam Mexico)
Chief Creative Officer: Esteban Sacco (Young And Rubicam Mexico)
Director: Mexico
Executive Production: Mexico
Art Director: Francisco Hernandez (Young And Rubicam Mexico)
Creative Director: Manuel Ortiz (Young And Rubicam Mexico)
Production Company: Mexico
Art Director: Oscar Cuevas
Chief Creative Officer: Rafael Barthaburu (Young And Rubicam Mexico)
Production Company: D.f.
Art Director: Eduardo Ramírez (Young And Rubicam Mexico)
Director: Rodrigo Valez
Production Company: The Maestros
Planning: Anibal Cortes (Young And Rubicam Mexico)
Photographer: Diego Arrigoni
Executive Production: Enrique Nava
Art Director: Eumir Martínez (Young And Rubicam Mexico)
Photographer: Ezequiel Schnnaber
Account Manager: Lorena Ramos (Young And Rubicam Mexico)
Copywriter: Manuel Ortiz (Young And Rubicam Mexico)
Copywriter: Ricardo Aleman (Young And Rubicam Mexico)
Agency Producer: Rita Villaseñor (Young And Rubicam Mexico)
Implementation
With the help of a doggy costume that we designed we walked a cute dog around the 6 most important parks in Mexico city. The disguise looks as if another dog were helping the real one to carry a +KOTA delivery package.
Outcome
The word of mouth did the work. Everybody around the city became aware of the service and started to use it. The first 3 months after the activation the delivery service started to roll with more than 1,500 deliveries per month. The whole campaign was fund with 2,500 DLLS, 5% of the year's total budget for brand mainstream advertising.
Execution
Pet lovers love pics, accessories or anything related to their pets, so the cuteness and simpleness of the idea engaged them in unexpected ways, the people that saw the activation received a clear message "now +Kota pet store counts with a delivery service"
Client Brief Or Objective
The brief was to get people aware of the delivery service of +KOTA (the world largest petstore chain in Mexico) but the original launch budget was assigned only for POP material. So we had to use that money to fund a better and viral-potential idea.