Seresto: The 8 Month Walk

Credits & Description:

Client: Seresto
Product (Service): Flea And Tick Protection For Pets
Agency: Clm Bbdo Boulogne-billancourt, France
Entrant: Clm Bbdo Boulogne-billancourt, France
Idea Creation: Clm Bbdo Boulogne-billancourt, France
Production: Bliss Paris, France
Chief Creative Officer: Matthieu Elkaim (Bbdo Paris)
Art Director: Théophile Robagila (Clm Bbdo)
Copywriter: Joseph Rozier (Clm Bbdo)
Director: Cédric Leprettre (Xx)
Music: vincent gaudin (X)
Producer: Alice Guien (Bliss)
Agency Producer: Morgane Bohn (Clm Bbdo)
Post producer: LAURIANNE FRÉGUIN (Bbdo Paris)
Deputy managing director: Nicolas Fabre (Clm Bbdo)
Account Director: Catherine Samela (Clm Bbdo)
Account Manager: Marion Pierret (Clm Bbdo)
strategic planner: Ophélie Doria (Clm Bbdo)
media agency: x (Mediacom)
social media agency: x (Fullsix)
Marketing strategic: Marion Fraisse (Bayer Heathcare Sas)
Synopsis:
The Campaign
Baptiste, a nature fan and dog lover, walks 8 months across France with his husky Glayna. His challenge: to test the Seresto® collar, effective for up to 8 months against fleas and ticks, through all conditions whatever the weather. A test on a grand scale. Beyond the challenge, "The 8 month walk" is a unique adventure between a dog and his owner, full of discoveries and encounters, inside the wildest regions of France. A series in 8 episodes that reminds you that every walk can be extraordinary from the moment your dog is well protected.
Creative Execution
For 8 months, Baptiste & his dog Glayna have been traveling 3000 kilometers across France, through all conditions whatever the weather, in order to test Seresto® collar. A unique adventure full of discovery and encounters, made up of 8 episodes and broadcast on YouTube and Bayer Animal Health Facebook page “Mon Animal et Moi”. Extra contents were made available to the audience on the website below, such as exclusive images of the adventure or maps and guides. https://www.mon-animal-et-moi....
At the end, “The 8 month walk” generated nearly 8 months of content with unreleased pictures and episodes, live videos, walking tips, etc. The series has been viewed about 19 million times, with an engagement of nearly 4%: 420 000 likes, 26 000 positive comments, 45 000 shares. An extraordinary result for the pest control market in France. But above all, after 8 months walking through France, the collar showed its effectiveness. Veterinarian Alexis Blaizot certified that Glayna had no fleas or ticks at the start of the adventure, and none at the end.
“The 8 month walk” is an 8-episode documentary series. It invites Seresto® target audience to spend more time with the brand. The series has been developed in partnership with a production company specialized in brand content and entertainment, in order to reach an audience that is keen on travelling and pets.
The pest control market is very competitive. All actors stress the higher quality of their products, but fewer are those who build a genuine relationship with their consumers. The goal was to show not only the Seresto® collar's efficacy, but to invite consumers to build a genuine emotional connection with the brand. Our strategy was to turn the Seresto®’s promise of 8 months of efficacy into a giant invitation to walking. And to leave the very technical domain of pest control to rejoin the much more engaging domain of pets and travel.